01 - Menciptakan Nilai Pelanggan Dan Keterikatan

Marketing:
Creating Customer Value

and Engagement
Marketing: Creating Customer Value and Engagement
Amazon.com’s deep-down
passion for creating customer
engagement, value, and
relationships has made it the
world’s leading online retailer.
Amazon has become the model
for companies that are
obsessively and successfully
focused on delivering customer
value.
What Is Marketing?
Marketing Defined
Marketing is a process by which companies create

value for customers and build strong customer
relationships in order to capture value from
customers in return.
What Is Marketing?
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Needs • States of deprivation
Wants • Form that needs take
Demands • Wants backed by buying power

Market Offerings – Products, Services, and Experiences
• Market offerings are
some combination of
products, services,
information, or
experiences offered to a
market to satisfy a need
or want.
• Marketing myopia is
focusing only on existing
wants and losing sight of
underlying consumer
needs.
Customer Value and Satisfaction
Customers
• Value and
satisfaction
Marketers
• Set the right
level of
expectations
Exchanges and Relationships
Exchange is the act of obtaining a desired object from someone

by offering something in return.
Marketing actions try to create, maintain, and grow desirable

exchange relationships.
Markets
Designing a Customer Value-Driven Marketing Strategy
Selecting Customers to Serve
Marketing management is the art and science of choosing

target markets and building profitable relationships with
them.
• What customers will we serve?

• How can we best serve these customers?
Selecting Customers to Serve
Market segmentation refers to dividing the markets into

segments of customers.
Target marketing refers to which segments to go after.

Choosing a Value Proposition
A brand’s value
proposition is the
set of benefits or
values it promises
to deliver to
customers to
satisfy their needs.
Marketing Management Orientations
Societal
Production Product Selling Marketing
Marketing
concept concept concept concept
concept
Production concept:
Consumers will favor products that are available and highly
affordable.
Product concept:
Consumers favor products that offer the most quality,
performance, and features.
The focus is on continuous product improvements.

Selling concept:
Consumers will not buy enough of the firm’s products unless the
firm undertakes a large-scale selling and promotion effort.
Marketing concept:
Know the needs and wants of the target markets and deliver the
desired satisfactions better than competitors.
Societal marketing:
The company’s marketing decisions should consider consumers’
wants, the company’s requirements, consumers’ long-run
interests, and society’s long-run interests.
Preparing an Integrated Marketing Plan and Program
The marketing mix is the set of tools (four Ps) the firm uses to
implement its marketing strategy. This set includes product,
price, promotion, and place.
An integrated marketing program is a comprehensive plan that

communicates and delivers the intended value to chosen
customers.
Building Customer Relationships
Customer Relationship Management
Customer relationship management is the overall process of

building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction.
Relationship Building Blocks
Customer- Customer
perceived value satisfaction
• The difference • The extent to

between total which perceived
customer performance
perceived matches a
benefits and buyer’s
customer cost expectations
Customer Relationship Levels and Tools
Frequency
Basic Relationships Full Partnerships
Marketing
– low-margin – high-margin
Programs – reward
customers customers
customers
Engaging Customers
Customer-Engagement and Today’s Digital and Social Media

Customer-Engagement Marketing makes the brand a meaningful part of
consumers’ conversations and lives
by fostering direct and continuous customer involvement in shaping brand
conversations, experiences, and community.
Engaging Customers
Customer Engagement and Today’s Digital and Social Media
Customer engagement
and the social media:
Hertz’s “Share It Up”
social media campaign
Engaging Customers
Consumer-Generated Marketing
Brand exchanges created by consumers themselves—
both invited and uninvited—by which consumers are
playing an increasing role in shaping their own brand
experiences and those of other consumers.
Engaging Customers
Engaging customers: Life is

good starts with a deeply
felt, engagement-worthy
sense of purpose: spreading
the power of optimism.
Partner Relationship Management
Partner relationship management involves working closely with

partners in other company departments and outside the
company to jointly bring greater value to customers.
Capturing Value from Customers
Creating Customer Loyalty and Retention
Customer lifetime value is the

value of the entire stream of
purchases that the customer
would make over a lifetime of
patronage.
Growing Share of Customer
Share of customer is the portion of the customer’s purchasing

that a company gets in its product categories.
Building Customer Equity
Customer equity is
the total combined
customer lifetime
values of all of the
company’s customers.
Building Customer Equity
Building the Right Relationships with the Right Customers
Customer
Relationship
Groups
The Changing Marketing Landscape
The Digital Age: Online, Mobile, and Social Media Marketing
Digital and social media marketing involves using digital

marketing tools such as web sites, social media, mobile ads and
apps, online videos, e-mail, and blogs that engage consumers
anywhere, at any time, via their digital devices.
The Digital Age: Online, Mobile, and Social Media Marketing
• Not-for-
profit
marketing
growth
• Rapid
globalization
• Sustainable
marketing
So, What Is Marketing? Pulling It All Together

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Marketing:

Creating Customer Value

Marketing is a process by which companies create

Needs • States of deprivation

Wants • Form that needs take

Demands • Wants backed by buying power

Exchange is the act of obtaining a desired object from someone

Marketing actions try to create, maintain, and grow desirable

Marketing management is the art and science of choosing

• What customers will we serve?

Market segmentation refers to dividing the markets into

Target marketing refers to which segments to go after.

The focus is on continuous product improvements.

An integrated marketing program is a comprehensive plan that

Customer relationship management is the overall process of

Relationship Building Blocks

• The difference • The extent to

Customer Relationship Levels and Tools

Customer-Engagement and Today’s Digital and Social Media

Engaging customers: Life is

Partner relationship management involves working closely with

Customer lifetime value is the

Share of customer is the portion of the customer’s purchasing

Building the Right Relationships with the Right Customers

Digital and social media marketing involves using digital

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