SlideShare a Scribd company logo
1 of 36
Chapter 1- slide 1
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter One
Creating and Capturing Customer
Value
Chapter 1- slide 2
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Creating and Capturing Customer
Value
• Define marketing and outline the steps in the
marketing process
• Understanding the Marketplace and Customer
Needs
• Designing a Customer-Driven Marketing Strategy
• Preparing an Integrated Marketing Plan and
Program
• Building Customer Relationships
• Capturing Value from Customers
• The Changing Marketing Landscape
Topic Outline
Chapter 1- slide 3
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
What Is Marketing?
Marketing is a process by which
companies create value for customers
and build strong customer relationships
to capture value from customers in
return
Chapter 1- slide 4
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Understanding the Marketplace
and Customer Needs
• Customer needs, wants, and demands
• Market offerings
• Customer Value and satisfaction
• Exchanges and relationships
• Markets
Core Concepts
Chapter 1- slide 5
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Understanding the Marketplace
and Customer Needs
• States of deprivation
• Physical—food, clothing, warmth, safety
• Social—belonging and affection
• Individual—knowledge and self-expression
Needs
• Form that human needs take as they are shaped by
culture and individual personality
Wants
• Human wants backed by buying power
Demands
Customer Needs, Wants, and Demands
Chapter 1- slide 6
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
• 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
Understanding the Marketplace
and Customer Needs
Chapter 1- slide 7
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Understanding the Marketplace
and Customer Needs
Customer Value and Satisfaction
Expectations
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low
Chapter 1- slide 8
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Exchange is the act of obtaining a
desired object from someone by offering
something in return
Understanding the Marketplace
and Customer Needs
Chapter 1- slide 9
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Markets are the set of actual and
potential buyers of a product or service
Understanding the Marketplace
and Customer Needs
Chapter 1- slide 10
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
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?
Chapter 1- slide 11
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Market segmentation refers to dividing
the markets into segments of customers
Target marketing refers to which
segments to go after
Selecting Customers to Serve
Chapter 1- slide 12
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Demarketing is marketing to reduce
demand temporarily or permanently; the
aim is not to destroy demand but to
reduce or shift it.
Selecting Customers to Serve
Chapter 1- slide 13
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
• The value proposition is the set of
benefits or values a company promises
to deliver to customers to satisfy their
needs
Choosing a Value Proposition
Chapter 1- slide 14
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
Marketing Management Orientations
Chapter 1- slide 15
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Production concept is the idea that
consumers will favor products that are
available or highly affordable
Marketing Management Orientations
Chapter 1- slide 16
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Product concept is the idea that
consumers will favor products that offer
the most quality, performance, and
features. Organizations should
therefore devote its energy to making
continuous product improvements.
Marketing Management Orientations
Chapter 1- slide 17
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Selling concept is the idea that
consumers will not buy enough of the
firm’s products unless it undertakes a
large scale selling and promotion effort
Marketing Management Orientations
Chapter 1- slide 18
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Marketing concept is the idea that
achieving organizational goals depends
on knowing the needs and wants of the
target markets and delivering the
desired satisfactions better than
competitors do
Marketing Management Orientations
Chapter 1- slide 19
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Designing a Customer-Driven
Marketing Strategy
Societal marketing concept is the idea
that a company should make good
marketing decisions by considering
consumers’ wants, the company’s
requirements, consumers’ long-term
interests, and society’s long-run
interests
Marketing Management Orientations
Chapter 1- slide 20
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
• The marketing mix is the set of tools
(four Ps) the firm uses to implement its
marketing strategy. It includes product,
price, promotion, and place.
• Integrated marketing program is a
comprehensive plan that communicates
and delivers the intended value to
chosen customers.
Preparing an Integrated Marketing
Plan and Program
Chapter 1- slide 21
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
• The overall process of building and
maintaining profitable customer
relationships by delivering superior
customer value and satisfaction
Customer Relationship Management
(CRM)
Chapter 1- slide 22
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
Relationship Building Blocks: Customer
Value and Satisfaction
Customer
perceived value
• The difference
between total
customer value
and total
customer cost
Customer
satisfaction
• The extent to
which a
product’s
perceived
performance
matches a
buyer’s
expectations
Chapter 1- slide 23
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
Customer Relationship Levels and Tools
Basic
Relationships
Full
Partnerships
Chapter 1- slide 24
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
• The reasoning behind why the purchase of
this bag of chips is only a Basic Relationship
is because there is no lasting or face-to-face
connections between the customers and the
company, you just eat the bag of chips and its
gone.
Basic Relationship
Chapter 1- slide 25
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
• The reasoning behind why this purchase can be
considered a Full Partnership Relationship is
because there is a lasting connection between the
customers and company because people use their
phones everyday basically having a cell phone in
general a necessity rather than just the Iphone. Apple
also provides great customer support and set up for
their products.
Full Partnership
Chapter 1- slide 26
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
• Relating with more carefully selected
customers uses selective relationship
management to target fewer, more
profitable customers
• Relating more deeply and interactively by
incorporating more interactive two way
relationships through blogs, Websites,
online communities and social networks
The Changing Nature of Customer
Relationships
Chapter 1- slide 27
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
Partner relationship management
involves working closely with partners in
other company departments and
outside the company to jointly bring
greater value to customers
Chapter 1- slide 28
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
• Partners inside the company is every
function area interacting with customers
– Electronically
– Cross-functional teams
• Partners outside the company is how
marketers connect with their suppliers,
channel partners, and competitors by
developing partnerships
Partner Relationship Management
Chapter 1- slide 29
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Building Customer Relationships
• Supply chain is a channel that stretches
from raw materials to components to
final products to final buyers
• Supply management
• Strategic partners
• Strategic alliances
Partner Relationship Management
Chapter 1- slide 30
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Capturing Value from Customers
• Customer lifetime value is the value of
the entire stream of purchases that the
customer would make over a lifetime of
patronage
Creating Customer Loyalty and
Retention
Chapter 1- slide 31
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Capturing Value from Customers
Share of customer is the portion of the
customer’s purchasing that a company
gets in its product categories
Growing Share of Customer
Chapter 1- slide 32
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Capturing Value from Customers
Customer equity is the total combined
customer lifetime values of all of the
company’s customers
Chapter 1- slide 33
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Capturing Value from Customers
• Building the right relationships with the
right customers involves treating
customers as assets that need to be
managed and maximized
• Different types of customers require
different relationship management
strategies
– Build the right relationship with the right
customers
Building Customer Equity
Chapter 1- slide 34
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The New Marketing Landscape
Digital age
Rapid
globalization
Ethics and
social
responsibility
Not-for-profit
marketing
Major Developments
Chapter 1- slide 35
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
• Choose any company and the explain their
marketing mix strategies (4 P’s)
– Product
– Price
– Place
– Promotion
• Based on your chosen company, discuss how
does they create, communicate and deliver
superior value to their customers.
Tutorial
Chapter 1- slide 36
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall

More Related Content

What's hot

Principles of Marketing - Chapter 1
Principles of Marketing - Chapter 1Principles of Marketing - Chapter 1
Principles of Marketing - Chapter 1Perkha Khan
 
Marketing Chapter no 8
Marketing Chapter no 8Marketing Chapter no 8
Marketing Chapter no 8Haroon Ahmed
 
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Perkha Khan
 
Principles of Marketing - Chapter 18
Principles of Marketing - Chapter 18Principles of Marketing - Chapter 18
Principles of Marketing - Chapter 18Perkha Khan
 
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4Perkha Khan
 
Marketing Chapter no 9
Marketing Chapter no 9Marketing Chapter no 9
Marketing Chapter no 9Haroon Ahmed
 
principles of marketing Chapter #1
principles of marketing Chapter #1 principles of marketing Chapter #1
principles of marketing Chapter #1 Absar Shabbir
 
Principles of Marketing - Chapter 19
Principles of Marketing - Chapter 19Principles of Marketing - Chapter 19
Principles of Marketing - Chapter 19Perkha Khan
 
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Perkha Khan
 
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9Perkha Khan
 
Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Perkha Khan
 
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13Perkha Khan
 
Principles of Marketing - Chapter 7
Principles of Marketing - Chapter 7Principles of Marketing - Chapter 7
Principles of Marketing - Chapter 7Perkha Khan
 

What's hot (20)

Principles of Marketing - Chapter 1
Principles of Marketing - Chapter 1Principles of Marketing - Chapter 1
Principles of Marketing - Chapter 1
 
Chapter #17
Chapter #17Chapter #17
Chapter #17
 
Marketing Chapter no 8
Marketing Chapter no 8Marketing Chapter no 8
Marketing Chapter no 8
 
Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12Principles of Marketing - Chapter 12
Principles of Marketing - Chapter 12
 
Chapter 3 marketing
Chapter 3 marketingChapter 3 marketing
Chapter 3 marketing
 
Dasrat goswami (1)
Dasrat goswami (1)Dasrat goswami (1)
Dasrat goswami (1)
 
Principles of Marketing - Chapter 18
Principles of Marketing - Chapter 18Principles of Marketing - Chapter 18
Principles of Marketing - Chapter 18
 
Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4Principles of Marketing - Chapter 4
Principles of Marketing - Chapter 4
 
Marketing Chapter no 9
Marketing Chapter no 9Marketing Chapter no 9
Marketing Chapter no 9
 
principles of marketing Chapter #1
principles of marketing Chapter #1 principles of marketing Chapter #1
principles of marketing Chapter #1
 
Principles of Marketing - Chapter 19
Principles of Marketing - Chapter 19Principles of Marketing - Chapter 19
Principles of Marketing - Chapter 19
 
Chapter #6
Chapter #6Chapter #6
Chapter #6
 
Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15Principles of Marketing - Chapter 15
Principles of Marketing - Chapter 15
 
Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9Principles of Marketing - Chapter 9
Principles of Marketing - Chapter 9
 
Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17Principles of Marketing - Chapter 17
Principles of Marketing - Chapter 17
 
Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13Principles of Marketing - Chapter 13
Principles of Marketing - Chapter 13
 
Chapter #11
Chapter #11Chapter #11
Chapter #11
 
Chapter 6
Chapter 6Chapter 6
Chapter 6
 
Principles of Marketing - Chapter 7
Principles of Marketing - Chapter 7Principles of Marketing - Chapter 7
Principles of Marketing - Chapter 7
 
Chapter #13
Chapter #13Chapter #13
Chapter #13
 

Similar to Kotler pom13e student_01

1_INTRODUCTION TO MKT.ppt
1_INTRODUCTION TO MKT.ppt1_INTRODUCTION TO MKT.ppt
1_INTRODUCTION TO MKT.pptDrTrecy1
 
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.pptMuhammadFarazKhan16
 
Chapter 1 somali marketing
Chapter 1 somali marketingChapter 1 somali marketing
Chapter 1 somali marketingsiciid xuseen
 
Principles of marketing_chapter_1
Principles of marketing_chapter_1Principles of marketing_chapter_1
Principles of marketing_chapter_1Anis Arafat
 
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.ppt
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.pptChapter-1-Creating-and-Capturing-Customer-Value amend 1.ppt
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.pptUmairahmad154
 
principles of marketing
principles of marketingprinciples of marketing
principles of marketingSahil Singla
 
Chapter-1 Marketing: Creating and Capturing Customer Value
Chapter-1 Marketing: Creating and Capturing Customer ValueChapter-1 Marketing: Creating and Capturing Customer Value
Chapter-1 Marketing: Creating and Capturing Customer ValueYousif Solangi
 
Chp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueChp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueMohammed Razib
 
Chapter no 01 marketing creating and capturing customer value
Chapter no 01  marketing creating and capturing customer valueChapter no 01  marketing creating and capturing customer value
Chapter no 01 marketing creating and capturing customer valueBilal Ayaz
 
Kotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geKotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geHashim Shiyuti
 
Creating and Capturing Customer Value
Creating and Capturing Customer ValueCreating and Capturing Customer Value
Creating and Capturing Customer Valuearshilajaan
 
1- Ch1.pdf
1- Ch1.pdf1- Ch1.pdf
1- Ch1.pdfyoonmi6
 

Similar to Kotler pom13e student_01 (20)

Chapter-1.ppt
Chapter-1.pptChapter-1.ppt
Chapter-1.ppt
 
1_INTRODUCTION TO MKT.ppt
1_INTRODUCTION TO MKT.ppt1_INTRODUCTION TO MKT.ppt
1_INTRODUCTION TO MKT.ppt
 
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
1. Ch # 1, Marketing, Creating and Capturing Customer Value.ppt
 
Chapter #1
Chapter #1Chapter #1
Chapter #1
 
Chapter 1 somali marketing
Chapter 1 somali marketingChapter 1 somali marketing
Chapter 1 somali marketing
 
Principles of marketing_chapter_1
Principles of marketing_chapter_1Principles of marketing_chapter_1
Principles of marketing_chapter_1
 
A kotler ch 01 05
A kotler ch 01 05A kotler ch 01 05
A kotler ch 01 05
 
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.ppt
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.pptChapter-1-Creating-and-Capturing-Customer-Value amend 1.ppt
Chapter-1-Creating-and-Capturing-Customer-Value amend 1.ppt
 
principles of marketing
principles of marketingprinciples of marketing
principles of marketing
 
Chapter-1 Marketing: Creating and Capturing Customer Value
Chapter-1 Marketing: Creating and Capturing Customer ValueChapter-1 Marketing: Creating and Capturing Customer Value
Chapter-1 Marketing: Creating and Capturing Customer Value
 
Dasrat goswami
Dasrat goswamiDasrat goswami
Dasrat goswami
 
Kotler pom13e instructor_01
Kotler pom13e instructor_01Kotler pom13e instructor_01
Kotler pom13e instructor_01
 
chapter 1.ppt
chapter 1.pptchapter 1.ppt
chapter 1.ppt
 
Chp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer valueChp 1 marketing creating and capturing customer value
Chp 1 marketing creating and capturing customer value
 
Chapter no 01 marketing creating and capturing customer value
Chapter no 01  marketing creating and capturing customer valueChapter no 01  marketing creating and capturing customer value
Chapter no 01 marketing creating and capturing customer value
 
Kotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_geKotler pom13e instructor_01_-_ge
Kotler pom13e instructor_01_-_ge
 
Marketing
MarketingMarketing
Marketing
 
01
0101
01
 
Creating and Capturing Customer Value
Creating and Capturing Customer ValueCreating and Capturing Customer Value
Creating and Capturing Customer Value
 
1- Ch1.pdf
1- Ch1.pdf1- Ch1.pdf
1- Ch1.pdf
 

Recently uploaded

From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOSzymon Słowik
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...Ahrefs
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...CIO Business World
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityMonishka Adhikari
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)DEVARAJV16
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisjunaid794917
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guidePartnercademy
 

Recently uploaded (20)

From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEO
 
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
What I learned from auditing over 1,000,000 websites - SERP Conf 2024 Patrick...
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...
Most Impressive Construction Leaders in Tech, Making Waves in the Industry, 2...
 
Common Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic CreativityCommon Culture: Paul Willis Symbolic Creativity
Common Culture: Paul Willis Symbolic Creativity
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)McDonald's: A Journey Through Time (PPT)
McDonald's: A Journey Through Time (PPT)
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Michael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysisMichael Kors marketing assignment swot analysis
Michael Kors marketing assignment swot analysis
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
Understanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guideUnderstanding the Affiliate Marketing Channel; the short guide
Understanding the Affiliate Marketing Channel; the short guide
 

Kotler pom13e student_01

  • 1. Chapter 1- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter One Creating and Capturing Customer Value
  • 2. Chapter 1- slide 2 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Creating and Capturing Customer Value • Define marketing and outline the steps in the marketing process • Understanding the Marketplace and Customer Needs • Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and Program • Building Customer Relationships • Capturing Value from Customers • The Changing Marketing Landscape Topic Outline
  • 3. Chapter 1- slide 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall What Is Marketing? Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
  • 4. Chapter 1- slide 4 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs • Customer needs, wants, and demands • Market offerings • Customer Value and satisfaction • Exchanges and relationships • Markets Core Concepts
  • 5. Chapter 1- slide 5 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs • States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression Needs • Form that human needs take as they are shaped by culture and individual personality Wants • Human wants backed by buying power Demands Customer Needs, Wants, and Demands
  • 6. Chapter 1- slide 6 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • 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 Understanding the Marketplace and Customer Needs
  • 7. Chapter 1- slide 7 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Expectations Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low
  • 8. Chapter 1- slide 8 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Exchange is the act of obtaining a desired object from someone by offering something in return Understanding the Marketplace and Customer Needs
  • 9. Chapter 1- slide 9 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Markets are the set of actual and potential buyers of a product or service Understanding the Marketplace and Customer Needs
  • 10. Chapter 1- slide 10 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy 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?
  • 11. Chapter 1- slide 11 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Selecting Customers to Serve
  • 12. Chapter 1- slide 12 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it. Selecting Customers to Serve
  • 13. Chapter 1- slide 13 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy • The value proposition is the set of benefits or values a company promises to deliver to customers to satisfy their needs Choosing a Value Proposition
  • 14. Chapter 1- slide 14 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Production concept Product concept Selling concept Marketing concept Societal concept Marketing Management Orientations
  • 15. Chapter 1- slide 15 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Production concept is the idea that consumers will favor products that are available or highly affordable Marketing Management Orientations
  • 16. Chapter 1- slide 16 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organizations should therefore devote its energy to making continuous product improvements. Marketing Management Orientations
  • 17. Chapter 1- slide 17 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort Marketing Management Orientations
  • 18. Chapter 1- slide 18 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Marketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do Marketing Management Orientations
  • 19. Chapter 1- slide 19 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Designing a Customer-Driven Marketing Strategy Societal marketing concept is the idea that a company should make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-term interests, and society’s long-run interests Marketing Management Orientations
  • 20. Chapter 1- slide 20 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • The marketing mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place. • Integrated marketing program is a comprehensive plan that communicates and delivers the intended value to chosen customers. Preparing an Integrated Marketing Plan and Program
  • 21. Chapter 1- slide 21 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships • The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction Customer Relationship Management (CRM)
  • 22. Chapter 1- slide 22 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships Relationship Building Blocks: Customer Value and Satisfaction Customer perceived value • The difference between total customer value and total customer cost Customer satisfaction • The extent to which a product’s perceived performance matches a buyer’s expectations
  • 23. Chapter 1- slide 23 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships Customer Relationship Levels and Tools Basic Relationships Full Partnerships
  • 24. Chapter 1- slide 24 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • The reasoning behind why the purchase of this bag of chips is only a Basic Relationship is because there is no lasting or face-to-face connections between the customers and the company, you just eat the bag of chips and its gone. Basic Relationship
  • 25. Chapter 1- slide 25 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • The reasoning behind why this purchase can be considered a Full Partnership Relationship is because there is a lasting connection between the customers and company because people use their phones everyday basically having a cell phone in general a necessity rather than just the Iphone. Apple also provides great customer support and set up for their products. Full Partnership
  • 26. Chapter 1- slide 26 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships • Relating with more carefully selected customers uses selective relationship management to target fewer, more profitable customers • Relating more deeply and interactively by incorporating more interactive two way relationships through blogs, Websites, online communities and social networks The Changing Nature of Customer Relationships
  • 27. Chapter 1- slide 27 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships Partner relationship management involves working closely with partners in other company departments and outside the company to jointly bring greater value to customers
  • 28. Chapter 1- slide 28 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships • Partners inside the company is every function area interacting with customers – Electronically – Cross-functional teams • Partners outside the company is how marketers connect with their suppliers, channel partners, and competitors by developing partnerships Partner Relationship Management
  • 29. Chapter 1- slide 29 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Building Customer Relationships • Supply chain is a channel that stretches from raw materials to components to final products to final buyers • Supply management • Strategic partners • Strategic alliances Partner Relationship Management
  • 30. Chapter 1- slide 30 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers • Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage Creating Customer Loyalty and Retention
  • 31. Chapter 1- slide 31 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers Share of customer is the portion of the customer’s purchasing that a company gets in its product categories Growing Share of Customer
  • 32. Chapter 1- slide 32 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers Customer equity is the total combined customer lifetime values of all of the company’s customers
  • 33. Chapter 1- slide 33 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Capturing Value from Customers • Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized • Different types of customers require different relationship management strategies – Build the right relationship with the right customers Building Customer Equity
  • 34. Chapter 1- slide 34 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall The New Marketing Landscape Digital age Rapid globalization Ethics and social responsibility Not-for-profit marketing Major Developments
  • 35. Chapter 1- slide 35 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall • Choose any company and the explain their marketing mix strategies (4 P’s) – Product – Price – Place – Promotion • Based on your chosen company, discuss how does they create, communicate and deliver superior value to their customers. Tutorial
  • 36. Chapter 1- slide 36 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall