PRAYER

Goals of Marketing

1. Understand the market and its consumers, and satisfy thier

changing needs and wants.
2. Introduce an innovate products and service sthat improve human
condition and the quality of life.
3. Design and implement effective customer-driven marketing
strategies.
4. Develop marketing programs that develop superior value to
customers.
5. Build and maintain mutually beneficial and profitable customer
relationships.
6. Capture customer value to create profits.
7. Promote value transactions with full regard to the well-being of
societies.
1. Why is it important that company have set
their goals?

2. Think of an approach that would help to

improve the standards to satisfy customer
needs and wants.
Contemporary Marketing Approaches
Contemporary marketing approaches centered on the
customer, relationships, and well-being of society.

1. The Marketing Concept

The marketing concept considers the needs of both the
customer and the product offered. The objective is to provide
a solution to the customer's actual or perceived probem. The
key is to be more effective in the creation, communication,
and delivery of this value to customers.
A Pizza Shop
Let's imagine that you want to open a pizza shop. You live in a suburban
area with lots of families, so you know that the potential market is good.
You've got some savings with which to start your business, and soon, you
are the proud owner of a little shop in the center of your town. We'll call
it Pizza Pizzazz.

Fast-forward three months. Your shop is still open, but with each month,
your savings are dwindling because you are not yet making enough profit
from your small business to cover all the expenses. You knew it usually
takes about six months to get a business off the ground, but now that the
shop has hit its stride, you have some time to devote to the question at
hand: How can you best market Pizza Pizzazz to bring in new business
and generate a profit?
Marketing vs. Marketing Concepts
Marketing is the promotion of business products or services to a target
audience. It is, in short, an action taken to bring attention to a business'
offerings; they can be physical goods for sale or services offered. Common
examples of marketing at work include television commercials, billboards on
the side of the road, and magazine advertisements.

But not all businesses approach the need to market their goods and services
the same way. In fact, there are a few different approaches to how marketing
can be successful for an organization. These approaches are called marketing
concepts, or a philosophy that determines what type of marketing tools are
used by a company. Marketing concepts are driven by a clear objective that
takes into account cost efficiency, social responsibilities, and effectiveness
within a particular market.
2. The Relationship Marketing Concept
The relationship marketing concept believes that all
marketing activities are for the purpose of establishing,
maintaining,and strengthening meaningful long-term
relationships with customers. Extensive customer databases
are created, maintained, and updated. Customer profiles,
purchase habits, and preferences are tracked and monitored.
This is to ensure that customers' needs are fulfilled and the
relationship with them is maintained.
The goal of relationship marketing (or customer
relationship marketing) is to create strong, even emotional,
customer connections to a brand that can lead to ongoing
business, free word-of-mouth promotion and information
from customers that can generate leads.

Provide exceptional customer service, as customers who

are consistently impressed by a brand's customer service
are more likely to remain loyal to the brand. Thank
customers through a social media post or with a surprise
gift card.
3. The Societal Marketing Concept
The concept is similar to the marketing concept. It also
includes considerations that protect the customer's well-
being and interests, as well as the interests of the
environment and society.

A smoking cessation advertisement is an example of

social marketing, but if the marketing strategies and
techniques used in that campaign focus on increasing the
well-being of society, that same campaign can be an
example of societal marketing.
Societal marketing can be defined as a "marketing with a
social dimension or marketing that includes non-economic
criteria". [1] Societal marketing "concerns for society's long
term interests".
[2] It is about "the direct benefits for the organization and
secondary benefit for the community".
[3] Societal marketing distinguishes between the consumer's
immediate satisfaction and longer term consumer and social
benefits.
[4] It is a 3 dimensional concept of marketing – social
welfare, individual welfare, company profits.
ACTIVITY

1.A company makes a pair of shoes (a semi-durable) that

can last for more than 10 years. Is this an advantage or a
disadvantage for its customers? Explain.

2. People “need” to eat. Some “want” to eat a pizza or a

sandwich. Is it a possible for a “want” not to emanate
from a “need”? Explain by relating your own
experiences.
Have you ever experienced good
customer service from a certain
establishment? Briefly share the details
of this experience.
Content Standard
The learners demonstrate an understanding of the
value of customer relations and customer service.

Performance Standard
The learners shall be able to develop a program for
customer service.

Chapter 2: Customer Relationship

Customer Service
What is relationship marketing?
"Relationship marketing is a strategy designed to foster
customer loyalty, interaction and long-term engagement. It is
designed to develop strong connections with customers by
providing them with information directly suited to their needs
and interests and by promoting open communication.“
Relationship Marketing is a form of marketing that focuses
on customer retention and satisfaction. It specifically focuses
on the value of long-term customer relationships.
Customer is a person or organization that transacts with a
business person or business organization to buy goods or
services for monetary or other valuable considerations.

Components of Relationship Marketing

1. Customer Service is the process of ensuring customer
satisfaction with a product or service. Customer service can
take on many forms- salesperson assistance, product delivery,
technical advice, help desks, or other means. It involves
activities designed to enhance customer satisfaction, or the
perception that a product has met or exceeded expectations.
Managing Customer Service Quality
Companies can best manage customer service quality by:
Establishing service objectives with specific and measurable
targets
Committing sufficient organizational resources towards the
achievement of these targets.
Collecting customer feedback on service quality regularly
Reviewing target accomplishment
Identifying customer service weaknessess and connecting them.
Popular customer service practices in the Philippines
Customer Service Practice Practicing Organization (s)
Free delivery most restaurants and fast food
chains
free gift wrapping/plastic book departments stores &
jacket bookstores
complimentary massage barbershops & salons
free parking churches & religious
organizations
complimentary refreshments car dealerships
Components of Relationship Marketing

2. Content Marketing. Content refers to all information

about product specifications, offers, advertisements. This
information must be of interest to the target group and
provide further help in the customer journey.
3. Social Media. These are considered effective tools when It
comes to Relationship Marketing. The intention is to provide
valuable content to (potential) customers.
4. Email Marketing. A powerful tool for addressing target
groups. It is important that the correct information is
communicated, at the right time, and to the right person.
Customer Relationship Management
Customer Realtionship Management (CRM) is a
process of managing an organization's interactions with
current and future customers. The rationale for CRM is
the recognition that companies can sustain long-term
profitability by attracting & maintaining their most
valuable customers.
ACTIVITY
Relationship Marketing
According to Serrano, Relationship Marketing includes
activities aimed at developing and managing trusting and long-
term relationships with larger customers. (Customer profile,
buying patterns and history of contacts are kept in a sales
database).Relationship marketing is a strategy designed for
customer loyalty, interaction, and long-term engagement to be
fostered. Customer relationship focuses more on long-term
customer retention than acquiring large numbers of new and
potentially single-transaction customers.
Relationship Marketing is designed to develop strong connections
with customers by providing them with information directly suited
to their needs and interests by promoting open communication.

Characteristics of Relationship Marketing:

1. It focuses on the long-term rather than the short-term.
2. It focuses on partners and customers rather than on the company’s
products.
3. It puts more emphasis on customer retention and growth than on
customer acquisition.
4. It relies on cross-functional teams rather than on departmental-level
work.
5. It relies more on listening and learning than on talking.
BENEFITS OF RELATIONSHIP
MARKETING
1. Understanding customer 2. Delivery and meeting
characteristics expectations
the company can segregate its if the company knows what its
customers into groups based on customers’ needs are, it will help
their characteristics like reduce wastage due to trial and
purchasing power, frequency and error methods. It is easier to
volume of sale transactions. It create a product if the features
also helps the company get and specifications of the product
valuable feedback from its
are known.
customers and understand their
needs and expectations.
3. Repeat Business 4. Prevents negative 5. Word-of-mouth
Sellers should transition marketing
maintain good trust and loyalty go a happy customer
attitude to the hand in hand and it is will always promote
super beneficial for all business by telling
buyers. By doing
business. It will help ten other people
this, buyers will prevent customers about the amazing
feel that they do from turning to services or
not need to switch competitors performance
sellers. received from a
company.
6. Increasing customer base 7. Reduced marketing cost
satisfied existing customer is 100% Benefits also include lesser
more likely to recommend a marketing costs and more value
product/service to a prospective creation. This can be explained by
customer. Apart from customer, stating the following statistics:
referrals, there are several other every 5% increase in customer
ways to increase customer retention can increase a
satisfaction by employing methods company’s annual profits from at
of utilizing social networking least 25% to as much as 125%,
websites, blogs, informal surveys, while simultaneously leading to a
benefits on loyalty cards, timely reduction of 10% in marketing
response to complaints and costs. An existing customer will
requests as a constant reminder of spend 33% more than a new
its presence around and retention customer to buy a company’s
equity is improved by enhancing product/service.
customer satisfaction.
8. Minimization of 9. Identification with the
customer price
10. Product Market
company
sensitivity the benefits are reaped Expansion
a happy customer both by the company and the company’s
will be willing to the customers. It helps employees must be
pay more for a customers identify more ready to deliver
product if there is a with the company. Keeping beyond the
guaranteed your communication lines
satisfaction of
company’s
open and keeping in touch
products and after with the customers makes boundaries on
sales services them feel like they are customer demand.
attached to the being valued. It will keep
price. customers coming in and
build brand equity for the
company in the long run.
CHAPTER 2
CUSTOMER RELATIONSHIP:
CUSTOMER SERVICE
Lesson 2:
Customer Value
Customer Value

Customer Value is the relationship between benefits and the costs

including money, stress, and time to sacrifice that is necessary to
get those benefits.

Or simply stated in a mathematical equation:

Benefits – Cost = Customer Value
How do you give value to customers?

A customer is a person or company that

receives, consumes or buys a product or service
and can choose between different goods and
suppliers. The main goal of all commercial
enterprises is to attract customers or clients, and
make them purchase what they have on sale.
Lesson 4
Customer Service
Strategy in the Philippine
Business Enterprise
CUSTOMER SERVICE is the act of taking care of
the customer’s needs by providing and delivering
professional, helpful, high quality service and
assistance before, during, and after the customer’s
requirements are met.

Elements of the Customer Service strategy:

1. A vision for customer service

2. Assessing customer needs
3. Hiring for Service
4. Organizational goals for customer service
5. Customer Service Training
6. Employee Accountability
7. Rewarding Good Service

SUKI SYSTEM system of patronage in which a customer

regularly buys their merchandise from a certain client.
SUKI – a partner system of doing business in
the Philippines, wherein a
customer buys certain products from a
particular vendor, who in turn offers discounts
and other perks for such exclusivity. Filipinos
use the word suki to refer to both buyers and
sellers, indicating their equal roles and
obligations in an eponymous relationship.