PARTNERSHIP TO BUILD CUSTOMER RELATIONSHIPS

Question : How does marketing work with partners to create and deliver value?

INTRODUCTION:

Customer value is a key component of the marketing formula for success. However, marketers themselves cannot create more value for customers. Marketing plays a key role, but it can only be a partner in acquiring, retaining and growing customers. That is, in addition to managing relationships with customers, marketers they must also practice managing partner relationships.

1) Must work closely with partners in other company departments to create effective internal value chain that serves customers.

2) They must cooperate effectively with other companies in the marketing system to create a competitive company an excellent external network for delivering value.

We now take a closer look at the concepts of the enterprise value chain and the value delivery network.

DEFINITION OF VALUE CHAIN:

A value string can be defined as:

A number of internal departments that perform value-creating activities to design, manufacture, sell, supply and support the company's products.

Marketing's Value
chain

Partnering with
other departments

Partnering with
Others in the
Marketing System

1. Partnership with other departments:

Each company department can be considered as a link in the company's internal value chain, i.e. each department performs value-creating activities in design, manufacturing, marketing, delivery, and support of the company's products. The success of a company does not depend only on how well each department works his work, but also on how well individual departments coordinate their activities. Like Porter's value chain model, it explains that making a profit is only possible through coordination of multiple activities. And these diverse activities are carried out by different departments organization. So we need to maintain linkages and partnerships across departments. The first activity in the value chain is inbound logistics, which includes all receiving, storage, and management of stocks of raw materials ready for production. The second activity is operations which includes all efforts to transform raw materials into a finished product. Outbound logistics is the third activity in the value chain and takes place after all operations completed and the product is ready for the customer. Activities required to deliver the product to the end user are considered part of outbound logistics. Marketing and sales are the fourth part of the value chain and include all strategies to increase product visibility, meet consumer needs with the product, and facilitate the sale of the product. Activities include channel selection, advertising and pricing. The service is the fifth and final step in a company's value chain and describes all the activities that create a better consumer experiences such as customer service, refund and exchange programs, and warranty and repair services.

For example, Walmart offers its customers "Save money, live better". Walmart's goal is

create value and customer satisfaction by providing customers with the products they want at the lowest possible prices. Merchandisers play an important role at Walmart. They learn what customers need and stock store shelves with the desired products at unbeatable low prices. They are preparing an advertisement and merchandising programs and assist shoppers with customer service. Through these and other activities

Walmart merchants help deliver value to customers.

Walmart's Marketing department

R&D
Advertising
Purchase department
Informarion Technique
Operation

However, the marketing department needs help from other departments in the company. Walmart's the ability to offer the right products at low prices depends on the skills of the purchasing department in development necessary suppliers and purchase from them at a low price. Walmart's IT department must to provide quick and accurate information about which products are sold in each store. And his surgery people must ensure efficient, low-cost handling of goods.

Challenges in partnership with other departments:

1. Resistance from other departments:

Relationships in the department are full of conflicts and misunderstandings. Marketing the department takes the consumer's point of view. But when marketing tries to develop the customer satisfaction, it may cause other departments to do a worse job under their circumstances. Marketing Departmental actions can increase purchasing costs, disrupt production schedules, increase inventory, and cause budget problems. Other departments can therefore resist marketing departmental efforts.

2. Think about the customer approach:

Marketers must find ways to get all departments to “think about the consumer” and develop a smoothly functioning value chain. True market orientation does not mean becoming marketing oriented powered by; that is, the entire company (including all departments) is obsessed with creating value for the customer. It should be considered as a unit of a bundle of practices that profitably create, communicate and deliver value to your target customers.

2. Partnership with others in the marketing system

In today's market there is no more competition between individuals competitors. Rather, it takes place between the entire networks of value delivery that these networks create competitors. Customer value delivery network means the network formed by the company, its suppliers, its distributors and ultimately its customers working together to improve performance of the entire system. Partnering with others in the marketing system means looking into the company's value chains suppliers, distributors and ultimately its customers. More companies today collaborate with others supply chain members—suppliers, distributors, and ultimately customers—to improve network performance of delivering value to customers. For example, around the world, McDonald's finely tuned value delivery system provides a the high standard of QSCV - quality, service, cleanliness and value. McDonald's is only effective for to the extent that it successfully works with its franchisees, suppliers and others to co-create “our customers' favorite place and way of eating”. Another example is that Toyota's performance against Ford depends on Toyota's quality total supply network value versus the Ford network. Even if Toyota made the best cars, it could lose out marketplace if the Ford dealer network provides sales and service that is more satisfactory to customers.

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Marketing in strategic planning

 The role of marketing in strategic planning

Q4: What is the role of marketing in the strategic planning process?
Defining strategic planning:

According to Philip Kotler:

Developing and developing strategic alignment between the organization's goals and capabilities and its changing marketing opportunities.

Marketer role definition:

Each organization has a process for finding the most reasonable long-term survival and growth given its particular circumstances, opportunities, goals and resources. Define your game plan. Strategic planning forms the basis for further planning of the company. Strategic planning involves adapting a company to take advantage of opportunities in an ever-changing environment.

At the corporate level, a business begins the strategic planning process by defining its overall purpose and mission. This mission is reflected in detailed support objectives that guide the entire organization. Headquarters then decides which portfolio of stores and products is most suitable for the company and what support is provided for each of them. Each company and product then develops detailed marketing and other departmental plans to support the company-wide plan. Marketing planning is therefore done at the business unit, product and market level. Support your company's strategic planning with more detailed plans for specific marketing opportunities.

STEP 1: Define a market-oriented mission

An organization exists to achieve something and its purpose should be clearly defined. As a result, many organizations create a formal mission statement. i.e.

,

A mission is a statement of an organization's purpose (what it wants to achieve in the larger community).

Your mission should be market-oriented and defined with regard to satisfying the basic needs of customers. At the same time, it should be meaningful, concrete and motivating. They should highlight the company's strengths in the market. The company's mission should not be to increase sales or profit. Profit is simply the reward for creating value for your customers. Instead, the mission should focus on the customer and the customer experience the company is trying to create.

For example, Google's mission is

.

Mission differs from vision in that the former is the cause and the latter the effect. Mission is what needs to be accomplished and vision is what needs to be pursued to achieve it.

Step 2: Establish organizational purpose and goals

The organization should translate its mission into detailed objectives that support each level of management. Every manager should have goals and be accountable for achieving them. Marketing strategies and programs must be developed to support these marketing objectives. Next, you need to define your comprehensive marketing strategy in more detail.

It should be noted that goals and objectives have different meanings. Goals are often open-ended and unstructured. Goals are usually individual achievable results,

They are specific in their statement and purpose. There is no ambiguity as to whether they have been achieved or not.

They say that goals without goals can never be achieved, while goals without goals will never get you where you want to be. In fact, the two terms are related, yet separate. Using both allows you to be and do what you want.

Step 3: Business portfolio design

Based on the company's mission and goals, management should plan the business portfolio. A business portfolio can be defined as:

"The collection of businesses and products that make up a company." . Planning a trading portfolio involves two steps.

1. The company should analyze its current business portfolio and decide in which companies to invest more, less or not at all.

2. Future portfolios need to be shaped by developing growth and contraction strategies.

Business portfolio strategy

For current business

BCG Matrix

For future business

For extension

Product/Market Expansion Grid

To reduce the size

(FOR CURRENT BUSINESS)

i) Analysis of the current business portfolio:

create. analysis of our products; Portfolio analysis is the process by which management evaluates the products and businesses that make up a company. Following this analysis, the company will want to invest strong resources in more profitable businesses and phase out or eliminate weak ones.

To this end, we use the Boston Consulting Group (BCG) matrix approach.

Boston Consulting Group (BCG) Matrix:

The best-known portfolio planning methodology was developed by the Boston Consulting Group, a leading management consulting firm. It evaluates SBUs based on its two key aspects: the attractiveness of the SBU's market or industry and the strength of its SBU's position in that market or industry.

SBUs (Strategic Business Units) are the main businesses that make up a company. SBUs are divisions, product lines within divisions, and sometimes individual products or brands.

The Boston Consulting Group developed a matrix known as the "Growth Share Matrix" and commonly known as the BCG Matrix. It is essentially a portfolio planning methodology that evaluates a company's SBUs in terms of market growth and relative market share.

The Growth Share Matrix defines four types of its SBU.

1. Stars:

Stars are high-growth companies or products with high share. They often require large investments to finance rapid growth. Growth eventually slows down and he becomes a cash cow.

2. cash cows:

Cash cows are companies or products with low growth and high share. These established and successful SBUs require less investment to maintain market share. As such, it generates much of the cash that the company uses to pay its bills and support its other SBUs that need investment.

3. Question mark:

The question mark is a business segment with a small share of the growing market. They need a lot of money to maintain, let alone increase their deposits. Management should carefully consider which question marks to include in the stars and which to phase out.

4 dogs:

dogs are low growth, low market companies and products. They can generate enough money to support themselves, but they do not promise to be the main source of funding.

Strategy for each block:

It can follow one of four strategies for each SBU. It can invest more in the business unit to build its share. Or he can invest just enough to keep SBU's stake at current levels. It can harvest SBU and milk its short-term cash flow regardless of the long-term effect. It may eventually dispose of the SBU by selling it or phasing it out and using resources elsewhere.

Over time, SBUs change their positions in the growth and share matrix. Many SBUs start out as question marks and move into the star category if successful. They later become cash cows as market growth declines and eventually die out or turn into dogs at the end of their life cycle. The company needs to keep adding new products and units so that some of them become stars and eventually cash cows to help fund other SBUs.

However, such centralized approaches have their limitations. Their implementation can be difficult, time-consuming and expensive. It can be difficult for management to define SBUs and measure market share and growth. Furthermore, these approaches focus on classifying current businesses but provide little guidance for future planning.

Downsizing strategy:

Companies must not only develop strategies for growing their business portfolios, but also strategies for reducing them. It can be defined as:

Intentionally reducing the size of the business portfolio by canceling a brand or brands. It also includes reducing the workforce at all levels to survive a downturn, increase efficiency, or become a more attractive candidate for acquisition or merger.

Reasons for downsizing:

There are many reasons why a firm might want to exit products or markets.

 The firm may have grown too quickly or entered areas where it lacks experience. This can happen when a business enters too many international markets without proper research, or when a company introduces new products that do not offer greater value to customers.

 The market environment may change and some products or markets will become less profitable. For example, in tough economic times, many firms cut weaker, less profitable products and markets to focus their more limited resources on the strongest ones.

 Some products or business units simply age and die.

 When a firm finds brands or businesses that are unprofitable or no longer fit its overall strategy, it must carefully prune, harvest, or dispose of them.

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 The Changing Nature of MARKETING

Question : What is marketing? How has the marketing landscape changed in
Modern world? OR

Discuss trends affecting marketing and what these trends mean for
How marketers deliver value to customers. MARKETING DEFINITIONS:

According to Philippe Kotler:

"The process by which companies create value for customers and build strong relationships with them into capture customer value”.

 OR

According to William J. Stanon:

“Marketing is a set of business activities designed to plan, price, promote, and distribute demand.

to provide satisfactory products to target markets in order to achieve organizational objectives”. OR

According to the American Marketing Association:

“Marketing is the activity, set of institutions and processes of creation, communication, distribution and

valuable exchange incentives for customers, customers, partners and society at large”.

 CHANGING THE MARKETING LANGUAGE:

Every day, drastic changes are taking place in the market. The rate of change is so fast that it's possible change has become a competitive advantage. The future is not what it used to be. Changes in the market is observed suddenly. As the market changes, the people who serve it must change as well. Here we look at key trends and forces that are changing the marketing landscape and challenges Marketing strategy. We look at the main developments:

1) Precarious economic environment,

2) The digital age,

3) Rapid globalization,

4) A call to raise morals and social responsibility,

5) The evolution of non-profit marketing

6) Increase the number of jobs in the marketing department. 

7) Strengthen service marketing

first. Uncertain economic environment: Since the Great Recession of 2008, people have reshaped their consumption habits. They have identified their new purchasing priorities. The "new savings", born of the Great Recession, is becoming an ingrained consumer behavior that is reshaping consumption patterns in different ways. Even in As a result of it, consumers are now spending more cautiously. In response, companies in all industries, from discounters to luxury brands, have linked them marketing strategies with new economic realities. More than ever, marketers are focusing on value in their value propositions. They focus on value for money, practicality and durability in their product offerings and marketing. Even the wealthiest consumers join the frugal trend. The ostensibly free expenditures are Not so fashionable anymore.

For example,

for many years, Lexus emphasized status and performance. But now it has been focus on "lowest cost of ownership". His pre-Christmas ads often feature a loving spouse Gift your loved one a new Lexus with a big red bow tie. Lexus still runs these ads, but it also hedges by running other ads with the tagline "lowest cost of ownership." refers to Lexus' fuel economy, durability, and resale value.

 I. Top-down economic marketing strategy:

Selective discounts can be a key marketing tactic in a recession, smart Marketers understand that cutting back in the wrong place can hurt brand image in the long run and customer relationships. The challenge is to balance the brand value proposition with the present time and at the same time improve long-term equity. Monday. Marketing Strategies After the Recession: At the end of a recession, the organization's position in the competitive group will depend on How well do you handle tough times? So instead of discounts, many Marketers hold a price point of view and instead talk about why their brand is worth it. And more right rather than slashing their marketing budgets in tough times, companies like Walmart, McDonald's, Hyundai and General Mills have maintained or increased marketing cost. The goal in these uncertain economic times is to gain market share and build a customer base relationships that are detrimental to competitors reduce their costs.

2. The Digital Age:

The recent technological boom has created a digital era. The explosive growth of computing, communication, information and other digital technologies have had a major impact on the way companies bring value to their customers. Now, more than ever, we are all connected other people and information anywhere in the world. It used to take days or weeks to receive news about important world events, we now learn about them as they happen via live satellite news programs and websites. Where it used to take weeks to exchange letters with other people in faraway places, they are just minutes away from you via cell phone, email or webcam. For better or worse, technology has become an integral part of our lives. The digital age has provided marketers with exciting new ways to learn and track customers and create products and services tailored to each customer's needs. It helps marketers Communicate with customers in large groups or one-on-one. Through web conferencing, marketing Researchers from the company's headquarters in New York can consult focus groups in Chicago or Paris. without ever getting on a plane. Using today's powerful computers, marketers can create their own detailed customer databases and use them to target individual customers with offers designed to satisfy their specific needs. Digital technology has also brought a new wave of media, advertising and relationships create tools, from online advertising, video sharing tools and mobile phones to web applications and online social networks. They can't always control conversations about their brand. new digital world that makes it easy for consumers to absorb marketing content that once existed only in advertising or on Brand Web with them wherever they go and share it with friends. Current user statistics: Total Internet users worldwide 55.1% of the total world population Internet users in Pakistan (as of January 2018) 22% of Pakistan's population (44.6 million) Active social media users 16% of Pakistani population (32 million) Annual digital growth in Pakistan 27% per year (+10 million)

Source: Profit.PakistanToday.com

Online marketing is currently the fastest growing form of marketing. It's hard to find one these days The company does not use the web significantly. Business-to-business e-commerce (BtoB) is also exploding. It seems almost every business has a web store set up. 

3. Rapid globalization:

In an increasingly small world, businesses are now globally connected to their customers and business partners. Today, almost every business, large or small, is affected in one way or another by compete. American companies were challenged at home by skillful marketing of European products and Asian multinational. Companies like Toyota, Nokia, Nestlé, and Samsung often perform better their American competitors in the US market. As a result, managers in countries around the world are increasingly adopting a global, not just local, approach. overview of the industry, competitors and business opportunities. They ask: what is global marketing? How is it different from national marketing? How do competitors and global forces influence our business? To what extent should we “go global”?

4. Enhance social responsibility:

Marketers are rethinking their relationship with values ​​and social responsibility and with It is the Earth that sustains us. As global consumer and environmental movements mature, Today's marketers are called upon to develop sustainable marketing practices. Corporate ethics and social responsibility have become hot topics for almost every business. Customers today expect businesses to create value in a socially and environmentally responsible manner. Social and environmental responsibility movements will place stricter requirements on business in the future. Some companies are resisting these movements.

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