This presentation summarizes the five steps of the marketing process: 1) Understand customer needs and the marketplace, 2) Design a customer-driven marketing strategy, 3) Construct an integrated marketing program, 4) Build profitable customer relationships, and 5) Capture value from customers to create profits. It discusses each step in the process and provides examples of key questions to consider for effective strategy and program development centered around customer value. The goal is to understand customers, attract and retain them through superior benefits, and maximize long-term profits and equity.

1. Welcome To My Presentation
Prepared For
Associate Prof. Mohammad Zahedul Alam
Course Title: Marketing Management
Prepared By
Md.Shams Akhter
Roll No-16012026

2. Topic
Marketing Process

3. Marketing Process
• Marketing process consists of five steps-
Understand the market place and customer needs and wants
Design a Customer driven marketing strategy
Construct an Integrated marketing program that delivers
superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer
equity

4. Understand the market place and customer
needs and wants
• Understanding the customer
is pre-requisite.
• Customer is the king ,queen
and boss in the market place.
• Some Question arises in this
step-
What Benefit are they seeking
?
Where are they located?
How Much do buy the
products?
What are the Competitive
situation and their Strategies?

5. Design a Customer driven marketing strategy
• This is the logical way by
which the company achieves its
objectives
• To find, attract, keep and grow
target customers by creating ,
delivering and communicating
superior customer value.
• To design a winning marketing
strategy.

6. Design a Customer driven marketing strategy
• Marketing manager must
address the following
questions-
What Is our target Customer??
How can we target them??
What Benefits are they seeking
??
How can We position in the
Marketplace??
What is our value Proposition??

7. Prepare an integrated marketing plan and Program
• Comprehensive plan that
communicates and delivers
the intended value to
chosen customers.
• Which customer the
company will serve ?
• How it will create value for
these customers?
• Develops an integrated
marketing program
• Build customer
relationships

8. Prepare an integrated marketing plan
and Program
• It consists marketing mix
• Marketing mix tools
classified into four
groups-
1.Product
2.Price
3.Place
4.Promotion

9. Building Customer Relationship
• CRM is the key to success
in the market place.
• It is very much important
for organization .
• It is the process of
managing detailed
information about
individual customers.

10. Building Customer Relationship
• The Task of crating
strong customer loyalty is
called CRM .
• There are three major
tools for building
profitable relationship
1.Financial Benefits
2. Social Benefits
3.Structural ties

11. Capturing Value From Customers in return
• Capturing value in return in the form of current and future sales,
market share and profits.
Capturing Value From Customers in return
Customer
Loyalty and
retention
Share of
customer
Customer Equity Market Share