MARKETING MANAGEMENT
Chaudhry Muhammad Nadeem Faisal
Cell: 0305-7761061
Email: faisal.uk@live.co.uk
B-Email: info@littlemichael.co.uk
Url: www.littlemichael.co.uk/faisal/index.htm
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Value Delivery Process

(A)The Traditional view of Marketing is that the firm make and
sell, where the peoples are not worried about the quality in
case of goods shortages.

(B) Value Delivery process, where peoples face abundant (more
then one choices). So the smart competitor must design and
deliver offering for well defend target market.
In short
beginning of planning instead of making and selling
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Value Delivery Process
Make the Products
Sell the Products
Design Product> Procure> Make> Price> Sell> Advertise Promote> Distribute > Service
(A)Traditional Physical Process Sequence
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Value Delivery Process
1 Choose the value
2 Provide the Value
Customer>
Market> Value>
Product>
Services>
Segmentation. Selection Positioning. Development. Development.
Focus
Pricing> Sourcing > Disturbing >
Making
Servicing
3 Communicate the Value
Blekinge Institute of Technology
SE-371 79 Karlskrona
Sale Force > Sale
> Advertising
Promotion
+46 455 38 50 00
www.bth.se/eng
(b)The Value Creation and Delivery Process
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Value Delivery Process
1 Choose the value
2 Provide the Value
Customer>
Market> Value>
Product>
Services>
Segmentation. Selection Positioning. Development. Development.
Focus
Pricing> Sourcing > Disturbing >
Making
Servicing
3 Communicate the Value
Blekinge Institute of Technology
SE-371 79 Karlskrona
Sale Force > Sale
> Advertising
Promotion
+46 455 38 50 00
www.bth.se/eng
(b)The Value Creation and Delivery Process
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Value Chain
To create more customer in Value chain by Michael Porter define 5
Primary & 4 supportive activates.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Firms success not only depend on each department performance and
working but also on how
well
the company coordinate each
departmental activities to conduct business process as

The Market sensing process

The New offering realization process

The customer acquisition process

The customer relationship management process

The fulfillment Management process
Core Competencies
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Marketing Involves satisfying customers need and value.
The Core Competencies has three characteristics :
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
1 It is a source of competitive advantage in that it make a significant
contribution to perceived the customers benefits
2 It has a application in wide verity of markets.
3 It is difficult for competitor to imitate
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
http://www.quickmba.com/strategy/core-competencies/
MARKETING & CUSTOMER VALUE
Holistic Marketing Orientation and Customer Value
“Integrating the Value Exploration, Value Creation, and delivery
activities with the purpose of building Long-term satisfying
relationship and coprosperity among the stakeholders.”
The value Creation: How can Company Efficiently can create
more promising new value offering
The Value Exploration: How can Company Identify new value
opportunity
Value Delivery: How can a company used it capabilities and
infrastructure to deliver the new value offering more efficiently
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Holistic Marketing - Benefits

Helping achieve focus & direction

Keeping customers happy & satisfied

Attracting new business

Professional company literature

Professional image

Differentiating from competitors

Growing awareness of your business

Creating the right environment for success

Motivational support
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
MARKETING & CUSTOMER VALUE
The Central Role of Strategic Planning
the succeeded organization focus on the understanding,
creating, delivering capturing and sustaining customer
value .
So they select and execute the right activities. Marketer
must give the priority to three key strategic area.
Managing company business as an investment portfolio
assessing each business strength by considering the
market growth rate and the company position and fit in
the market and establishing a strategy
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
the big organization consist on four organizational level,
the corporate Level the division level, the Business unit
level and product Level.
MARKETING & CUSTOMER VALUE
The Central Role of Strategic Planning
The Marketing Plan is the central instrument for directing and
coordinating the marketing efforts.
The marketing operate at two leve
l
Blekinge Institute of Technology

The strategic marketing plan

Tactical marketing plan
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Corporate and Division Strategic Planning

Some corporations give their Business unit a lot of freedom
own sale, profit goals and strategies

Some Set their goals for business and let them for strategies.

Some set their goals and develop BU strategies
Four planning activities at Corporate Level
1. Corporate
Mission
2. Establishing Strategic Business Unit
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
3. Assigning Resources to each SBU
4. Assessing Grown Opportunities
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Corporate and Division Strategic Planning
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
1 Corporate
Mission
is a brief description of a company's fundamental purpose.
Good Mission Statement have Five Characteristics
1 They Focus on Limited Number Of goals.
2 The mission statement stress the major company policies and
values.
3 define major competitive sphere
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00

Industry

Product and application

Competence

Market Segments

Vertical

Geography
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Corporate
Mission
4 Long-term View
5- Should be Memorable and manning Full
2 Establishing Strategic Business Unit
3 Assigning Resources to Each SBU
4 Assessing Growth Opportunities
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Business Unit Strategic Planning

Business Mission

SWOT Analysis

Goal Formulation

Strategy formulation

Program Formulation

Implementation

Feedback and Control
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
MARKETING & CUSTOMER VALUE
Product Planning : the nature and Content of Market
Plans
1.
Executive Summery
2.
Situation Analysis
3.
Marketing Strategy
4.
Finical Projection
5.
Implementation Control
Philip R. Cateora, International Marketing, 9th edition 2000, alpha Sky Printer, Rawalpindi p-6.
Blekinge Institute of Technology
SE-371 79 Karlskrona
+46 455 38 50 00
www.bth.se/eng