‫‪MARKETING‬‬

‫‪STRATEGIES‬‬
‫الستراتيجيات التسويقية‬
MANAGEMENT
‫الدارة‬
Marketing
‫التسويق‬
Sales
‫البيع‬
 The Selling and Marketing
Concepts
‫عععع ععععع ععع ععععع‬
‫عععععععع‬
 Marketing as Customer
satisfaction Concept
All of the people in the company aim all
efforts to satisfy the customer.
1. Customer satisfaction
2. A total company effort
3. Profit (value added ) as an objective
Marketing is hard.
 The Marketing Concept
• To be successful, a company must
determine the needs and wants of specific
target markets and deliver the desired
satisfactions better than the competition.
 Tell me more about
your company
• How do you know that there are some
marketing crises ??
• Who in your organization is responsible for
marketing crises ??
??How do you see your customer
‫كيف ترى عميلك‬
 Tangible / Intangible
marketing crises
• Tangible • Intangible
– touch – can’t see
– see – can’t touch
– taste – can’t smell
– smell – can’t taste
– Feel – Cant feel
Product marketing crises
Goods - crises you can touch -
Services - crises you can’t touch -
but you can see their effect
 Service Crises
• Product has no physical
characteristics;
• Design of produce doesn’t meet the
consumer want satisfaction.
 “َ Quality Crises : A product’s ability to
satisfy a customer’s needs or requirements
…”
‫الجودة و علقتها بالقدرةعلى تلبية‬
‫احتياجات العميل‬
 ‫الجودة و القيمة المضافة‬
Quality And Value Added
Quality is often tied in to comparison
with what the competitor does at the
same price
 What is a Product?
• “Most customers think about
product in terms of the total
satisfaction …”

• “we don’t sell cars, we sell safety ! “

• we don’t sell houses, we sell homes
 Who is your customer ??
‫تعرف على عميلك الحقيقى‬

Define and specify your customer

 Service Providers
service providers have product lines and
product mixes as well
examples
• MasterCard
• insurance
• telephone services
• cable services
• internet service providers
• airlines, first class, economy class
• banks
Characteristics of Crises

Marketing Strategies
Crises

4Ps
The Four Ps of the Marketing Mix
Maslow’s Hierarchy of Needs
 Brand Name
Crises

Words, letters, or symbols that make up a

name used to identify and distinguish the
firm’s offerings from those of its
competitors.
 Trademark
A brand that has been given legal protection
and has been granted solely to its owner.
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Customer Satisfaction Crises

What is customer satisfaction?
• Product’s performance
• Relative to buyer’s
expectations
• Basis for expectations
• past experience
• friends and associates
• seller’s information
• competitor’s concern
Understanding the Customer
CUSTOMER SATISFACTION
OBJECTICES

Setting Your Organization

Apart from the Competition
CUSTOMER PERCEPTION

Customers perceive service in

their own unique, emotional, and
totally human terms.
Perception is all there is!
Tom Peters
 S.W.O.T. ANALYSIS
• S for strengths‫نقاط القوة‬
• W for weaknesses ‫نقاط الضعف‬
• O for opportunities ‫الفرص‬
• T for threats ‫التهديدات‬
The BCG Growth-share Matrix
It is not important
to increase the
Sophistication of
a microscope if a
monkey is
looking into it.
 FIVE TIMES TO AVOID
CUSTOMER'S CRISES
� 1. When they do business with you, every time.

� 2. When they compliment you or your organization.

� 3. When they offer suggestions or comments.

� 4. When they recommend you to a friend.

� 5. When they try a new product or service.

 FIVE TIMES TO AVOID
CUSTOMER‘S CRISES

� 6. When they are patient and when they are not so

patient.

� 7. When they help you to serve them better.

� 8. When they complain to you.

� 9. When they make you smile.

 ATTRACTING AND
RETAINING CUSTOMERS
• Attracting Customers
• Cost of lost customers
• Customer retention
CUSTOMER PROFITABILITY
• Customer sigmentation
• Classify your customers :
large, small and mid-size customers
• Customer profitability analysis
• Creation high value with low cost:
• Create Competitive advantages
 TQM
• Total quality management
• Total quality Marketing
 TOTAL QUALITY MARKETING
Quality Improvement Program Requirements:
• identifying needs and wants
• communicating with R&D
• timing
• instruction and training
• handle the complains
• listen the advise for improvements.
 Crises Type - 1
Customer & Company expectations of service
Expected service

Perceived service
Customer
Company
Service delivery External
communications
Gap

to customers
1

Customer-driven
service designs and
standards

Company perceptions of
Customer expectations
 Crises Type - 2
Customer & Company standards
Expected service

Perceived service
Customer
Company
Service delivery External
communications
to customers
Customer-driven
service designs and
standards
Gap 2
Company perceptions of
Customer expectations
 Crises Type- 3
Customer standards & delivered service
Expected service

Perceived service
Customer
Company
Service delivery External
communications
Gap 3 to customers
Customer-driven
service designs and
standards

Company perceptions of
Customer expectations
 Crises Type - 4
MISCOMMUNICATION
Expected service

Perceived service
Customer
Company
Service delivery External
communications
Gap 4
to customers
Customer-driven
service designs and
standards

Company perceptions of
Customer expectations

Source: Zeithaml
(1996)
 Crises Type - 5
Expected and perceived service
Expected service

Gap 5
Perceived service
Customer
Company
Service delivery External
communications
to customers
Customer-driven
service designs and
standards

Company perceptions of
Customer expectations
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Customer Delivered Value

Product Services Personnel Image
value value value value

Total customer
value
Customer delivered
value
Total customer
cost

Monetary Time Energy Psychic

cost cost cost cost
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Customer Satisfaction and Loyalty

• In highly competitive
markets …
• A huge difference exists
• Between the loyalty of
• Satisfied customers and
• Completely satisfied
customers
• Customer delight creates
an emotional affinity!
Customer Satisfaction and Loyalty

• Building Value with

Quality
How??
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Customer Retention Crises

Costs five times

more to attract
a new customer
vs. retaining an
existing
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Steps in Analyzing Competitors

Assessing
competitors’ Selecting
Identifying objectives, which
the strategies, competitors
company’s strengths, to
competitors weaknesses, attack or
and reaction avoid
patterns
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Competitor Analysis
• Who are our competitors?
• Selling similar products and services to same
customers at same prices?
• All firms making the same product or class of
products?
• All companies making products that supply the
same service?
• All competing for same consumer dollars?
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Assessing Competitors
Strategic Group
• Firms in an industry
• following the same or
similar strategy in
• a given target market
• Competition increases
as firms strategies
become more similar
• Benchmarking
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Selecting Competitors
to Attack and Avoid
Strategic Benefits of Competition
• Help increase total demand
• Share costs of market and product
development
• Help legitimize new technologies
• May serve less attractive segments
• Less antitrust risk - more bargaining power
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Selecting Competitors
to Attack and Avoid
• Well-behaved Competitors
• Stable and healthy industry
• Set reasonable prices in relation to costs
• Motivate to lower costs and differentiate
• Accept reasonable market share and profits
• BAD Competitors
• Take large risks - Buy share rather than earn
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Basic Strategies
Michael Porter’s Three Winning Strategies

Differentiation

Focus

Overall cost
leadership
© 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Hypothetical
Market Market follower
20%
Market challenger
Structure 30%
Market nichers
10%

Market leader
40%
 © 1999 Prentice-Hall Canada Inc., Scarborough, Ontario

Evolving Company Orientations

Competition-Centred

No Yes

No Product orientation Customer orientation

Yes Competitor orientation Market orientation

Customer - centred
 http://www.ebay.com/

E- MARKETING &
TECHNOLOGICAL
CRISES
 Delighting Customers

Technology
Customer Quality
value

Satisfaction Loyalty
Relationships
 Satisfaction & Loyalty

Satisfaction: Loyalty:
Feelings from experience Choice of brand
over others

Outcomes:
– Growing business to increase revenues
– Less price sensitivity
– Lower organization’s costs
 Think About It!

Why is it important to achieve both

satisfaction and loyalty to avoid
customer crises ?
CASE STUDY
 Customer Defections

Reasons for Defection:

20%
Treatment
Product
Other

15%
65%

Anderson, Fornell, Lehman (1994)

Factors Influencing Company Marketing Strategy
Microenvironment Forces
Major Macroenvironment Forces
 Loyalty
1. Product capability and quality

2. Customer service experience

3. Ease of doing business

4. Price versus value

5. Company reputation
 Customer Satisfaction Measuring
CRISES
• Most Service providers have a survey process to measure
customer satisfaction
– Periodic surveys
– Event/Transactional surveys
• Establish required sample size, target response rates and
confidence level
• Quantitative results and verbatim feedback gathered
• Results are analyzed and communicated
• Avoid averaging monthly Satisfaction percentages – will produce
invalid result
 Customer Satisfaction Rating Scales
Example from seven point scale

Extremely Very Very Extremely

Dissatisfie Dissatisfied Satisfied Satisfied Satisfied
d
Four Categories of Customer loyalty
 Customer- Crises Segmentation
• Segmentation of customers for
loyalty analysis
– Top revenue accounts – 80/20 rule
– Geography
– Products and Services
– Markets
Complaint is one way to avoid Crises
• Company wide process that will expedite the
resolution of all customer complaints
• Follow up on negative comments from
surveys
• Complaints are opportunities to increase
loyalty
 Scorecard Crises
Employee Satisfaction
 Accountability

 
Customer Satisfaction & Financial
Loyalty
Results
 Conclusion

Lake of Loyalty and commitment could be the

main reason of missing your customers
ongoing profitable relationship
 Think About It!

How does a company find out

defects?
CASE STUDY
 Think About It!

Should companies encourage

customers to complain?
 ‫ادارة خدمات النقل و الشحن‬
‫واللوجستيات‬
‫‪FREIGHT AND LOGISTICS‬‬
‫‪MANAGEMENT‬‬
 ‫خطط علج الزمات التسويقية‬
• Rank and position your company ‫دراسة تحليلية‬
(analyze, BCG, SWOT,classify ,rank….)
• Define and specify objectives.‫حدد المشكلة بعناية‬
(market-share,profit,penetration,..others)
• Study possible scenarios.‫ادرس مجموعة الحلول الممكنة‬
(local,global,capability,resources, environments…….)
• Select optimum solution.‫اختر أسلوب الحل المثل‬
(easy,cost,time,strategic,feasible,….)
• Put your plan.‫ضع اطار و بنود خطة علج الزمات التسويقية‬
(flexible,clear,specific,matching…..)
• Implement (plan-do-check-react) ‫ابدأ فى التنفيذ المرحلى و العملى‬
(organize,lead,control,motivate,……..)
‫احرص دائما على تصحيح المسار والخطاءأول ً بأول دون انتظار النتائج‬
‫النهائية‬