Professional Documents
Culture Documents
David Jobber
Chapter 1
Marketing in the Modern Firm
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Customer
orientation Integrated effort Goal achievement
All staff accept the The belief that corporate
Corporate activities responsibility for creating goals can be achieved
are focused upon customer satisfaction through customer
satisfaction
providing customer
satisfaction
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Integrated
Customer orientation effort Goal achievement
Corporate activities are All staff accept the The belief that corporate
focused upon providing goals can be achieved
customer satisfaction responsibility for through customer
creating customer satisfaction
satisfaction
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Goal
Customer orientation Integrated effort achievement
Corporate activities are All staff accept the The belief that
focused upon providing responsibility for creating
customer satisfaction customer satisfaction corporate goals can
be achieved through
customer satisfaction
Production
capabilities
Manufacture
product
Aggressive
sales effort
Customers
Customer
needs
Potential
market
opportunities
Marketing
products
and services
Customers
Ineffective Effective
Goes out of
Inefficient business quickly
Survives
Does well
Efficient Dies slowly
Thrives
Shared Market
values and intelligence
beliefs
Customer
focus
Market-led
strategy Implementation
Structure
and
systems
Customer
focus
Market-led
strategy Implementation
Structure
and
systems
Market-led
strategy Implementation
Structure
and
systems
Shared Market
values and intelligence
beliefs
Customer
focus
Market-led
Implementation
strategy Structure and
systems
● structure based on
strategy
● team work
Shared Market
values and intelligence
beliefs
Customer
focus
Market-led
strategy
● Linking distinctive Implementation
competencies to
market opportunities
● Competitive advantage
Structure
the driving force
and
systems
Shared Market
values and intelligence
beliefs
Customer
focus
Implementation
Market-led
strategy ● people
● incentives
● communications
Structure ● persuasion
and
systems
Perceived Perceived
benefits sacrifice
‘Delighters’
Customer satisfaction
‘More is better’
Neutral
‘Must be’
Dissatisfaction
Absent Fulfilled
Presence of the characteristic
Creates a Effective
competitive marketing Well
advantage balanced
mix
Matches corporate
resources
Key customer
Customer Competitive Marketing
requirements
needs advantage mix
Customer needs
Marketing
Economic Psychological
mix
● Performance ● Self-image
Competitive
● Availability ● Quiet life advantage ● Product
● Reliability ● Pleasure ● Price
● Durability ● Convenience ● Promotion
● Productivity ● Risk reduction ● Place