Most marketing books are pretty hazy about the transition from the marketing strategy chosen into a proposition aimed at a certain targetgroep. These slides show you the way to set up the proposition, construct a logical offer from that and communicatie this effectively using an integrated mix of communication instruments and media.
1. From Proposition to Implementation Reinder H. Koornstra M.Sc. In Marketing everything starts and ends with the delivery of quality to the targeted customers.
3. Customer Satisfaction The driving force to Profit Customer satisfaction Complaints And Claims Costs of Acquisition and Communication Motivation of Co-workers Repeat Sales Cross selling Word-of-Mouth Costs Sales Profit
4. Customer Equity and Customer Loyalty Very Dissatisfied Dissatisfied Lightly dissatisfied Satisfied Very Satisfied Bron: Heskett e.a. Customer Loyalty Customer Equity Lost Customers Apathic Customers Loyal Custo- mers Terrorists Apostles
10. Integral Quality Management Production Distribution Sales Design Procurement Marketing Total Quality Management
11. Quality Management and Customer Orientation Delivering Quality Binding Excisting Customers Acquisition of New Customers Growh Market- share Word-of- Mouth
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14. It’s not enough to satisfy your customers Customer Equity Brand Equity Value Equity Word of Mouth Retention Equity Rust et al, 2000
15. Ca = (D * V * Cb * Co) / T Ca Capability to change D Dissatisfaction with current situation V Vision company management Cb Conditions and Boundaries Co Courage T Time to change Knowledge of market or marketing is irrelevant when one does not know where to go, or lacks the courage to ko what one should do.
16. Balanced Scorecard Keeping development in balance Strategy, Targets and Critical Success factors Financial Indicators Customer Indicators Innovation Indicators Process Indicators Bron Kaplan
17. The positioning grid (example: Rabobank) Specialization Personal/Interested Quick and Easy Offering Broad palet of services Van Lanschot Directbank Spaarbeleg ING Chosen Positioning Rabobank Motive to buy Targetgroup Rabobank
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19. Filling in the proposition: The Marketing Mix Product Distribution Price Customer Relations The customer wants an integrated offer to cover his demand, not a bundle of Marketing Mix elements!
20. The alternative Marketing Mix to build a shop formula Systems Logistics Suppliers Zize Location Interior & Design Place Style & Fashion Intensity Assortment Product Price Quality Value Positioning Cust. Relations Communi- cation Service orientation Knowledge Working climate Personel D.J. Tigert, 2001
21. Expanded Relations within the Marketing Mix Product Distribution Price Customer Relations C F A Core , Fysical , Augmented Product and the effects of the changes at these three levels of the product element will have upon the other Marketing Mix elements