‫بسـ ـ ــم هللا الرحمن الرحيـ ـ ــم‬
Principles of Marketing
MRK 152
Mohammed Owais Qureshi Hashmi
‫محمد عويس قرشي هاشمي‬
CHAPTER 2
Marketing: CREATING AND CAPTURING STAKEHOLDER'S VALUE
Definition
VALUE(‫)قيمة‬:
Value is the consumer's(‫ )مستهلك‬estimate(‫)تقدير‬
of the product's overall capacity(‫ )قدرة‬to
satisfy(‫ )إرضاء‬his or her needs.
Value
is
the
satisfaction(‫)رضا‬
customer(‫)زبون‬
requirements
at
lowest(‫)أدنى‬
possible
cost(‫)كلف‬
acquisition(‫)اكتساب‬,
ownership(‫)ملكية‬
use(‫)استخدم‬.
of
the
of
and
‫خلق قيمة للعميل‪ ،‬وبناء العالقات مع العمالء‬
Customer Value and
Satisfaction ‫قيمة العمالء ورضاهم‬
Customers(‫ )زبون‬form(‫ )جعل‬expectations(‫ )توقع‬about
the value and satisfaction(‫ )رضا‬that various(‫)كثير‬
market offerings(‫ )عرض‬will(‫ )سوف‬deliver(‫ )نقل‬and
buy(‫ )شراء‬accordingly.
Satisfied(‫ )راض‬customers buy again(‫ )ثانية‬and tell
others(‫ )آخرون‬about their good experiences(‫)تجربة‬.
Dissatisfied customers often(‫ )كثيرا ما‬switch(‫)تحرك‬
to competitors(‫ )المنافسين‬and disparage(‫ )انتقص‬the
products to others(‫)آخر‬.
Customer Value and
Satisfaction
Benefits(‫)تستفيد‬
Costs(‫)كلف‬
CAPTURING VALUE FROM
CUSTOMERS ‫القبض على قيمة من العمالء‬
1. Creating Customer Loyalty and Retention
‫خلق والء العمالء واالحتفاظ بهم‬
•Satisfied(‫ )راض‬customers remain(‫ )ال تزال‬loyal
(‫)مخلص‬and talk favorably(‫ )العطف‬to others about(‫)حول‬
the company and its products(‫)المنتج‬.
•Its five times cheaper(‫ )رخيص‬to keep(‫ )إبقاء‬an old
customer than(‫ )من‬to acquire(‫ )اكتساب‬a new one.
•Losing(‫ )فقد‬the customer means losing(‫ )فقدان‬the
entire(‫ )كامل‬stream of purchases(‫ )شراء‬that customer
would(‫ )سوف‬make(‫ )جعل‬over a lifetime(‫ )حياة‬of
patronage(‫)رعاية‬.
CAPTURING VALUE FROM
CUSTOMERS
2. Growing Share of Customer
‫تنامي حصة من العمالء‬
Good Customer Relationship Management( ‫إدارة عالقات‬
‫ )العمالء‬can help(‫ )يمكن أن تساعد‬marketers to increase
(‫ )زيادة‬their share(‫ )حصة‬of customer – the share(‫)حصة‬
they(‫ )هم‬get(‫ )الحصول على‬of the customer’s
purchasing(‫ )شراء‬in their(‫ )في هذه‬product categories.
Supermarkets and Restaurants want(‫ )تريد‬to
get(‫ )للحصول على‬more(‫“ )أكثر‬share of
stomach(‫ ”)حصة من المعدة‬Car companies want to
increase “share of garage(‫ ”)حصة من المرآب‬and airlines
want greater “share of travel(‫”)حصة من السفر‬
CAPTURING VALUE FROM
CUSTOMERS
3. Building Customer Equity ‫بناء زبون األسهم‬
Customer equity(‫ )زبون األسهم‬is the total(‫)مجموع‬
combined(‫ )جنبا إلى جنب‬customer lifetime(‫)حياة‬
values(‫ )القيم‬of all the company’s customers.
BUILDING CUSTOMER
RELATIONSHIP
Customer Relationship Management (CRM)
‫بناء عالقات العمالء‬
is the overall(‫ )شامل‬process(‫ )عملية‬of building(‫ )بناء‬and
maintaining(‫)المحافظة‬
profitable (‫)مربح‬
customer
Relationships
by delivering(‫)نقل‬
Superior(‫)المتفوق‬
customer value
and
Satisfaction(‫)رضا‬.
BUILDING CUSTOMER
RELATIONSHIP
Relationship building blocks:
‫كتل بناء العالقات‬
Customer value(‫ – )العميل قيمة‬A customer buys(‫ )شراء‬from the
firm(‫ )من الشركة‬that offers(‫ )تقدم‬the highest perceived
value.(‫)أعلى قيمة المتصورة‬
Customer satisfaction(‫ – )رضا العمالء‬It depends(‫ )ذلك يعتمد‬on
the product’s perceived performance(‫)المنتجات أداء المتصورة‬
relative(‫ )نسبي‬to a buyer’s expectation(‫)توقع تجار‬.
In short(‫ )موجز‬customer value((‫ ))العميل قيمة‬is a trade-off(‫)مقايضة‬
between(‫ )بين‬cost and benefits(‫ )التكاليف والمنافع‬associated with
the product.(‫)المرتبطة مع المنتج‬
Customer Satisfaction and
Relationships
It is of four types:
Basic relationships(‫)العالقة األساسية‬
Full partnerships(‫)كامل العالقة‬
Frequency marketing programs(‫)تردد تسويق برنامج‬
Club marketing programs(‫)النادي تسويق برنامج‬
QUESTIONS ?
MAIN BOOK
Title:
Principles of Marketing
Author(s): Philip Kotler and Gary Armstrong
ADDITIONAL READING
Books
Title:
Marketing Management (Analysis, Planning. Implementation and Control
Author(s): Philip Kotler
Edition/Year: Eighth / 2006
Title:
Strategic Marketing
Author(s): David W. Cravens & Nigel F. Piercy
Edition/Year: Tenth / 2006