CREATING AND CAPTURING    CUSTOMER VALUE                         03INTERNATIONAL MARKETING AND SALES                      ...
MARKETINGAmerican Marketing Association       Knowledge       Exchange      andMarketing is an organizational       Busine...
UNDERSTANDING THE MARKETPLACE AND              CUSTOMER NEEDS•   Customer needs, wants, and demands•   Market offerings (p...
DESIGNING A CUSTOMER-DRIVEN    MARKETING STRATEGY  Marketing management is the art and science of choosing target markets ...
DESIGNING A CUSTOMER-DRIVEN         MARKETING STRATEGY1.    Do some research2.    Select Customers to Serve      -Market S...
DESIGNING A CUSTOMER-DRIVEN        MARKETING STRATEGY4. Marketing management orientation Production   Product    Selling  ...
INTEGRATED MARKETING PLAN AND          PROGRAM                    - Product                    - PriceThe Marketing Mix   ...
BUILDING CUSTOMER             RELATIONSHIPS1. Customer Relationship Management (CRM)2. Relationship Building Blocks:      ...
CREATE AND CAPTURE CUSTOMER             VALUE1. Creating Customers Value and Retention     - Customers Lifetime Value     ...
CREATE AND CAPTURE CUSTOMER             VALUEType of Customers                        Butterflies              True Friend...
THANK YOUINTERNATIONAL MARKETING AND SALES
Upcoming SlideShare
Loading in...5
×

creating and capturing customers value

442

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
442
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
25
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

creating and capturing customers value

  1. 1. CREATING AND CAPTURING CUSTOMER VALUE 03INTERNATIONAL MARKETING AND SALES TEAM LARVA
  2. 2. MARKETINGAmerican Marketing Association Knowledge Exchange andMarketing is an organizational Business Encyclopediafunction and a set of processes Marketing is planning andfor executing the strategy involved increating, communicating, and moving a good or service fromdelivering value to customers producer to customerand for managing customerrelationships in ways that benefitthe organization and itsstakeholders Creating satisfaction through customer relationship
  3. 3. UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS• Customer needs, wants, and demands• Market offerings (products and services)• Value and satisfaction• Exchanges and relationships• Markets
  4. 4. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY Marketing management is the art and science of choosing target markets andbuilding profitable relationships with them. - What customers will we serve? - How can we give best serve to the customers?
  5. 5. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY1. Do some research2. Select Customers to Serve -Market Segmentation -Target Market3. Decide how to serve -Differentiation -Positioning
  6. 6. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY4. Marketing management orientation Production Product Selling Marketing Societal Concept Concept Concept Concept Concept
  7. 7. INTEGRATED MARKETING PLAN AND PROGRAM - Product - PriceThe Marketing Mix - Promotion - Place
  8. 8. BUILDING CUSTOMER RELATIONSHIPS1. Customer Relationship Management (CRM)2. Relationship Building Blocks: - Customer Value - Customer Satisfaction3. Partner relationship management
  9. 9. CREATE AND CAPTURE CUSTOMER VALUE1. Creating Customers Value and Retention - Customers Lifetime Value - Share of Customers2. Creating Customers Equity3. Build Customers Equity4. Building the Right Relationships with the rightCustomers
  10. 10. CREATE AND CAPTURE CUSTOMER VALUEType of Customers Butterflies True Friends Good fit between Good fit between High company’s offerings and company’s offerings and customer’s needs; high customer’s needs; profit potential highest profit potentialProfitability Strangers Barnacles Little fit between Limited fit between Low company’s offerings and company’s offerings and customer’s needs; lowest customer’s needs; low profit potential profit potential Short-term Long-term customers customers Projected loyalty
  11. 11. THANK YOUINTERNATIONAL MARKETING AND SALES
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×