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Introduction to Infrastructure Marketing

Introduction to Marketing

MBA~ IM – VTU
Introduction to Infrastructure Marketing

What Is Marketing?
Simple definition:
“Marketing is the management process responsible for
identifying, anticipating, and satisfying customer
requirements profitably.” (CIM,2001)

Goals:
1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering
satisfaction.

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Marketing Defined
• Marketing is the activity, set of instructions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large.

OLD view of marketing:
Making a sale—“telling and
selling”

NEW view of marketing:
Satisfying
customer needs

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Customer
Value and
beneficial
relationship

Defining the term Marketing
Creating
Value

Product

Place
Exchange
A
B

Price
Delivering
Value

Promotion
Communicatin
g value

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Why is Marketing Important?
Shifting Business Paradigms

Buyers’ markets
Sellers’ markets

MBA~ IM – VTU
Introduction to Infrastructure Marketing

The Marketing Process
A simple model of the marketing process:
• Understand the marketplace and customer needs and
wants.

• Design a customer-driven marketing strategy.
• Construct an integrated marketing program that delivers
superior value.
• Build profitable relationships and create customer
delight.
• Capture value from customers to create profits and
customer quality.

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Marketing Management
philosophies
Describe four marketing management philosophies
Orientation

Focus

Production

What can we make or do best?

Sales

How can we sell more aggressively?

Marketing

What do customers want and need?

Societal

What do customers want and need,
and how can we benefit society?

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Needs, Wants, and Demands
Need: State of felt deprivation including physical, social, and individual
needs.
• Physical needs: Food, clothing, shelter, safety
• Social needs: Belonging, affection
• Individual needs: Learning, knowledge, self-expression
Want: Form that a human need takes, as shaped by culture and
individual personality.
• Wants + Buying Power = Demand
MBA~ IM – VTU
Introduction to Infrastructure Marketing

Need/ Want Fulfillment
Needs & wants are fulfilled through a Marketing

Offering:
• Products:
– Persons, places, organizations, information, ideas.

• Services:
– Activity or benefit offered for sale that is essentially
intangible and does not result in ownership.

• Experiences:
– Consumers live the offering.
MBA~ IM – VTU
Introduction to Infrastructure Marketing

Customer Value and Satisfaction
Dependent on the product’s perceived performance relative

to a buyer’s expectations.
Care must be taken when setting expectations:
• If performance is lower than expectations, satisfaction is low.

• If performance is higher than expectations, satisfaction is high.
Customer satisfaction often leads to consumer loyalty.
Some firms seek to DELIGHT customers by exceeding expectations.

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Marketing Management
The art and science of choosing target markets
and building profitable relationships with them.
• Requires that consumers and the marketplace be fully
understood.

• Aim is to find, attract, keep, and grow customers by
creating, delivering, and communicating superior value.

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Marketing Management
Marketing managers must consider the following,
to ensure a successful marketing strategy:
1. What customers will we serve?
— What is our target market?
2. How can we best serve these customers?
— What is our value proposition?

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Choosing a Value Proposition
The set of benefits or values a company promises
to deliver to consumers to satisfy their needs.
• Value

propositions

dictate

how

firms

will

differentiate and position their brands in the
marketplace.

MBA~ IM – VTU
Introduction to Infrastructure Marketing

The Marketing Concept
The marketing concept:
“A marketing management philosophy that holds that achieving
organizational goals depends on knowing the needs and
wants of target markets and delivering the desired
satisfaction better than competitors”

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Customer Perceived Value
Customer perceived value:
– “Customer’s evaluation of the difference
between all of the benefits and all of the costs
of a marketing offer relative to those of
competing offers.” (Armstrong & Kotler)
– Perceptions may be subjective
– Consumers often do not objectively judge
values and costs.
Customer value = perceived benefits –
perceived sacrifice.
MBA~ IM – VTU
Introduction to Infrastructure Marketing

The Marketing Mix
The set of controllable, tactical marketing tools that
the firm blends to produce the response it wants
in the target market.
• Product: Variety, features, brand name, quality, design,
packaging, and services.
• Price: List price, discounts, allowances, payment period,
and credit terms.
• Place: Distribution channels, coverage, logistics,
locations, transportation, assortments, and inventory.
• Promotion: Advertising, sales promotion, public
relations, and personal selling.
MBA~ IM – VTU
Introduction to Infrastructure Marketing

Infrastructure Projects
Marketing Point of View

MBA~ IM – VTU
Introduction to Infrastructure Marketing

Few examples of Infrastructure Projects
• Airport projects
• METRO RAIL projects
• Ports
• SEZ’s
• Roads (High ways, Expressways, corridors)
• Urban Services & PURA
• Integrated Townships and leisure's
• Telecom Projects
MBA~ IM – VTU
Introduction to Infrastructure Marketing

Thank You
Continue in next class…….

MBA~ IM – VTU

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Introduction to Service Marketing in Infrastructure Services

  • 1. Introduction to Infrastructure Marketing Introduction to Marketing MBA~ IM – VTU
  • 2. Introduction to Infrastructure Marketing What Is Marketing? Simple definition: “Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.” (CIM,2001) Goals: 1. Attract new customers by promising superior value. 2. Keep and grow current customers by delivering satisfaction. MBA~ IM – VTU
  • 3. Introduction to Infrastructure Marketing Marketing Defined • Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. OLD view of marketing: Making a sale—“telling and selling” NEW view of marketing: Satisfying customer needs MBA~ IM – VTU
  • 4. Introduction to Infrastructure Marketing Customer Value and beneficial relationship Defining the term Marketing Creating Value Product Place Exchange A B Price Delivering Value Promotion Communicatin g value MBA~ IM – VTU
  • 5. Introduction to Infrastructure Marketing Why is Marketing Important? Shifting Business Paradigms Buyers’ markets Sellers’ markets MBA~ IM – VTU
  • 6. Introduction to Infrastructure Marketing The Marketing Process A simple model of the marketing process: • Understand the marketplace and customer needs and wants. • Design a customer-driven marketing strategy. • Construct an integrated marketing program that delivers superior value. • Build profitable relationships and create customer delight. • Capture value from customers to create profits and customer quality. MBA~ IM – VTU
  • 7. Introduction to Infrastructure Marketing Marketing Management philosophies Describe four marketing management philosophies Orientation Focus Production What can we make or do best? Sales How can we sell more aggressively? Marketing What do customers want and need? Societal What do customers want and need, and how can we benefit society? MBA~ IM – VTU
  • 8. Introduction to Infrastructure Marketing Needs, Wants, and Demands Need: State of felt deprivation including physical, social, and individual needs. • Physical needs: Food, clothing, shelter, safety • Social needs: Belonging, affection • Individual needs: Learning, knowledge, self-expression Want: Form that a human need takes, as shaped by culture and individual personality. • Wants + Buying Power = Demand MBA~ IM – VTU
  • 9. Introduction to Infrastructure Marketing Need/ Want Fulfillment Needs & wants are fulfilled through a Marketing Offering: • Products: – Persons, places, organizations, information, ideas. • Services: – Activity or benefit offered for sale that is essentially intangible and does not result in ownership. • Experiences: – Consumers live the offering. MBA~ IM – VTU
  • 10. Introduction to Infrastructure Marketing Customer Value and Satisfaction Dependent on the product’s perceived performance relative to a buyer’s expectations. Care must be taken when setting expectations: • If performance is lower than expectations, satisfaction is low. • If performance is higher than expectations, satisfaction is high. Customer satisfaction often leads to consumer loyalty. Some firms seek to DELIGHT customers by exceeding expectations. MBA~ IM – VTU
  • 11. Introduction to Infrastructure Marketing Marketing Management The art and science of choosing target markets and building profitable relationships with them. • Requires that consumers and the marketplace be fully understood. • Aim is to find, attract, keep, and grow customers by creating, delivering, and communicating superior value. MBA~ IM – VTU
  • 12. Introduction to Infrastructure Marketing Marketing Management Marketing managers must consider the following, to ensure a successful marketing strategy: 1. What customers will we serve? — What is our target market? 2. How can we best serve these customers? — What is our value proposition? MBA~ IM – VTU
  • 13. Introduction to Infrastructure Marketing Choosing a Value Proposition The set of benefits or values a company promises to deliver to consumers to satisfy their needs. • Value propositions dictate how firms will differentiate and position their brands in the marketplace. MBA~ IM – VTU
  • 14. Introduction to Infrastructure Marketing The Marketing Concept The marketing concept: “A marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors” MBA~ IM – VTU
  • 15. Introduction to Infrastructure Marketing Customer Perceived Value Customer perceived value: – “Customer’s evaluation of the difference between all of the benefits and all of the costs of a marketing offer relative to those of competing offers.” (Armstrong & Kotler) – Perceptions may be subjective – Consumers often do not objectively judge values and costs. Customer value = perceived benefits – perceived sacrifice. MBA~ IM – VTU
  • 16. Introduction to Infrastructure Marketing The Marketing Mix The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. • Product: Variety, features, brand name, quality, design, packaging, and services. • Price: List price, discounts, allowances, payment period, and credit terms. • Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory. • Promotion: Advertising, sales promotion, public relations, and personal selling. MBA~ IM – VTU
  • 17. Introduction to Infrastructure Marketing Infrastructure Projects Marketing Point of View MBA~ IM – VTU
  • 18. Introduction to Infrastructure Marketing Few examples of Infrastructure Projects • Airport projects • METRO RAIL projects • Ports • SEZ’s • Roads (High ways, Expressways, corridors) • Urban Services & PURA • Integrated Townships and leisure's • Telecom Projects MBA~ IM – VTU
  • 19. Introduction to Infrastructure Marketing Thank You Continue in next class……. MBA~ IM – VTU