Chap 1,creating & capturing customer value


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Chap- 1 of marketing, extremely beneficial for student

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Chap 1,creating & capturing customer value

  1. 1. The roaring success of four-wheeler Tata Ace, in a market earlier dominated by three-wheeler load carriers, was due to a deep understanding of the market needs and customer requirements.
  2. 2. MarketingIt is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
  3. 3. What is Marketed?M Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
  4. 4. DS Negative Nonexistent Latent Declining Irregular Full Overfull Unwholesome
  5. 5. Key Customer MarketKCM Consumer Markets Global Markets Business Markets Nonprofit/ Government Markets
  6. 6. • Customer needs, Wants, and Demands• Market Segmentation, Target market, Positioning(STP)• Market offerings• Value and satisfaction• Exchanges and relationships
  7. 7. Market segmentationrefers to dividing the markets into segments of customersTarget marketing refers to which segments to go afterPositioning:Company must understand the position of their product by comparing with others
  8. 8. . Indian 2-Wheeler Market Competitive Scenario . Motorcycle 50% 30% 13% 4% 1% 2% <1% - <1% - 15% 28% - 2% 46% 9% <1% - - - 82% - - - 8% 10% - India is now the second largest two-wheeler market in the worldFigures denote Mkt Share (Apr-Oct 05)
  9. 9. • Market offeringsThese are some combination of products, services, information, or experiences offered to a market to satisfy a need or want• Marketing myopiaIt is focusing only on existing wants and losing sight of underlying consumer needs
  10. 10. Customer Satisfaction Customers • Value and satisfaction Marketers • Set the right level of expectations • Not too high or low
  11. 11. ExchangeIt is the act of obtaining a desired object from someone by offering something in return
  12. 12. Production Product Selling Marketing Societal concept concept concept concept concept
  13. 13. Production concept is the idea that consumers will favor products that are available or highly affordableProduct concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements.
  14. 14. 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 effortMarketing 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
  15. 15. 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
  16. 16. To make company more successful, top Executive give more & more stress towards marketing.The Fundamental of marketing is based on 4ps. It is also known as Marketing Mix.