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Chapter 1

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Chapter 1

  1. 1. Chapter One Creating and Capturing Customer ValueCopyright © 2009 Pearson Education, Inc. Chapter 1- slide 1Publishing as Prentice Hall
  2. 2. 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 returnCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 2Publishing as Prentice Hall
  3. 3. What Is Marketing? The Marketing ProcessCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 3Publishing as Prentice Hall
  4. 4. Understanding the Marketplace and Customer Needs Customer Needs, Wants, and DemandsCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 4Publishing as Prentice Hall
  5. 5. Understanding the Marketplace and Customer Needs • 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 needsCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 5Publishing as Prentice Hall
  6. 6. Understanding the Marketplace and Customer Needs Customer Value and Satisfaction ExpectationsCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 6Publishing as Prentice Hall
  7. 7. Understanding the Marketplace and Customer Needs Exchange is the act of obtaining a desired object from someone by offering something in returnCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 7Publishing as Prentice Hall
  8. 8. Understanding the Marketplace and Customer Needs Markets are the set of actual and potential buyers of a productCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 8Publishing as Prentice Hall
  9. 9. Designing a Customer-Driven Marketing Strategy Selecting Customers to Serve Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift itCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 9Publishing as Prentice Hall
  10. 10. Designing a Customer-Driven Marketing Strategy Marketing Management OrientationsCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 10Publishing as Prentice Hall
  11. 11. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Production concept is the idea that consumers will favor products that are available or highly affordableCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 11Publishing as Prentice Hall
  12. 12. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations Product 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.Copyright © 2010 Pearson Education, Inc. Chapter 1- slide 12Publishing as Prentice Hall
  13. 13. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations 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 effortCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 13Publishing as Prentice Hall
  14. 14. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations 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 thanCopyright © 2010 Pearson Education, Inc. competitors doChapter 1- slide 14Publishing as Prentice Hall
  15. 15. Designing a Customer-Driven Marketing Strategy Marketing Management Orientations 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 interestsCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 15Publishing as Prentice Hall
  16. 16. Designing a Customer-Driven Marketing StrategyCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 16Publishing as Prentice Hall
  17. 17. Building Customer Relationships Customer Relationship Management (CRM) • The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfactionCopyright © 2010 Pearson Education, Inc. Chapter 1- slide 17Publishing as Prentice Hall
  18. 18. 4 Ps of Marketing 4Pss Provide Four Cs of Marketing  Customer solution (Product)  Customer cost (Price)  Convenience (Placement)  Communication (Promotion)Copyright © 2010 Pearson Education, Inc. Chapter 1- slide 18Publishing as Prentice Hall

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