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What Is Marketing

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What is Marketing? Understanding the Marketing Process. For more information visit buddingmarkets.com

What is Marketing? Understanding the Marketing Process. For more information visit buddingmarkets.com

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  • 1. WHAT IS MARKETING? Prof. Sameer Mathur, Ph.D.
  • 2. Agenda What is Marketing? The Marketing Process
  • 3. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009
  • 4. The process of building profitable customer relationships by creating value for customers and capturing value in return. 4 What is Marketing?
  • 5. The Marketing Process 5 Understand Customer Needs and Wants Design a Customer-Driven Market Strategy Construct a Marketing program Build Profitable Relationships Capture value from Customers
  • 6. 6 The Marketing Process – I • Research Consumers and the Marketplace • Manage Marketing Information and Customer Data Understand Customer Needs and Wants
  • 7. The Marketing Process – II • Select Consumers to Serve – Market Segmentation and Targeting • Value Proposition – Differentiation and Positioning 7 Design a Customer-driven Marketing Strategy
  • 8. The Marketing Process – III • PRODUCT and Service Design – Build Strong Brands • PRICE – Create Real Value • PLACE – Manage demand and Supply Chain • PROMOTION – Create the Value Proposition 8 Construct a Marketing Program that Delivers Superior Value
  • 9. The Marketing Process – IV • Customer Relationship Management – with chosen customers • Product Relationship Management – with chosen suppliers 9 Build Profitable Relationships
  • 10. The Marketing Process – V • Generate Revenue, Earn Profit • Create loyal, satisfied customers • Capture Customer Lifetime Value • Increase Market Share 10 Capturing Value from Customers in return
  • 11. The Marketing Process 11 Understand Customer Needs and Wants Design a Customer-Driven Market Strategy Construct a Marketing program Build Profitable Relationships Capture value from Customers
  • 12. Summary What is Marketing? The Marketing Process
  • 13. Read this book “This book is the bible of Marketing” Prof. Sameer Mathur
  • 14. Over 1 Million views from more than 100 countries Prof. Sameer Mathur Top 1% most viewed Over 250 presentations on Marketing www.BuddingMarkets.com