An Overview

of Strategic Marketing
 Answer the following question ?

In a magazine article, a well known actress

said she often“rollerbladed” for fun and
exercise.What was Rollerblade,Inc’s
reaction?
a) Delighted b) Upset c) Somewhere in
between. Why?
 Wholeness of the Lecture

The purpose of marketing is to acquire and

retain customers.

The nature of life is to move in the direction of

more happiness
 Main Point 1
Marketing is defined by the American Marketing
Association as “the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large.”

All of creation works as an interrelated system; evolution

occurs through sequential steps of progress. When
awareness is established in the fountainhead of pure
creative intelligence, it is infinitely responsive and
correlated to the needs of any point of time and space.
 Components of marketing

• Creating • Exchanging
VALUE VALUE

PRODUCT PRICE

PROMOTION PLACE

• Communicating • Delivering
VALUE VALUE

The focus has changed from the 4Ps to value

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Figure 1.1: Marketing is composed of four activities centered on
customer value: creating, communicating, delivering, and
exchanging value

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 Marketing Builds Satisfying
Exchange Relationships
• Exchange
– The provision or transfer of goods, services,
or ideas in return for something of value
 For exchanges to occur, four
conditions must exist

• Two or more individuals should

participate
• All parties should benefit
• “Something of value” held by the
other
• All parties should meet expectations
Exchange and marketing (continued)
Everything we do in marketing is based
around creating exchanges:
What products and benefits do people want,
and why?
Where do I find customers for our products?
How do we communicate to customers about
the benefits of our products/services?
What price is appropriate to trigger an
exchange?
Where do we exchange money for
products/services?
 Utility
Exchanges occur to create satisfaction on the part of
both parties. In economic terms, this satisfaction
is referred to as utility.

Form Utility: when the Time Utility: when the

product is provided in a product is provided at the
useable form (how I want it). time it is desired (when I
want it)
Place Utility: when the
product is delivered at Possession Utility: when the
the location desired product delivers the intended
(where I want it) benefits (what I want/need)
 Who Does Marketing?

But we will focus on

Organizations

Non-profits
For profit companies • charities
• Wal-Mart • schools
• P&G • hospitals
• Local businesses • governments
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 Marketing You

Completing this course will help you to more effectively

More effectively create

value

Communicate and deliver

that value to the receiver

Receive something in
exchange

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 The Impacts of Marketing on Society

• Enables profitable transactions to occur

• Delivers value
• Benefits society
• Costs money
• Offers people career opportunities

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 Main Point 2
The marketing concept requires the firm to be
attuned to and driven by customer needs and
their changes over time. The societal marketing
concept is a management philosophy that seeks to
determine and satisfy long-run consumer and
public welfare, using integrated marketing
programs to achieve organizational goals.

Action in accord with the total potential of Natural

Law spontaneously upholds the long-term welfare of all
individuals and creates a positive influence in the
entire cosmos.
 Marketing Occurs in a Dynamic
Environment

• Marketing Concept
– A philosophy that an organization should
try to satisfy customers’ needs through a
coordinated set of activities that also allows
the organization to achieve its goals
– Major focus is customer satisfaction
• Analysis of customers’ current and long-term
needs
• Analysis of competitors’ capabilities
• Integration of firm’s resources
 Managing Customer Relationships

• Relationship Marketing
– Establishing long-term, mutually satisfying
buyer-seller relationships allowing for
cooperation and mutual dependency
• Increased value of customer (loyalty) over time
results in increased profitability.
• Video
Managing Customer Relationships
(cont’d)
• Customer Relationship Management
(CRM)
– Using information about customers to create
marketing strategies that develop and sustain
desirable customer relationships
• Identifying buying-behavior
patterns of customers
• Using behavioral
information to focus on
the most profitable
customers
• Video
The customer is always right
 CONNECTING THE PARTS OF KNOWLEDGE
WITH THE WHOLENESS OF KNOWLEDGE

1. The marketing manager seeks to maximize

the firm’s stock price by effectively selling its
products and services.
2.The marketing manager seeks to determine
and satisfy long-run consumer needs and
public welfare, using integrated marketing
programs to achieve comprehensive
organizational goals.
3.Transcendental consciousness is the state of
pure potentiality, bliss, delight and harmony.

4. Wholeness moving within itself: Established

in the unified field of nature’s intelligence, all
action is in accord with Natural Law and the
customer, the company, and all processes are
perceived in terms of the unbounded self.