Chapter 1 Principle of marketing Slides

5/26/2018 Chapter 1 Principle of marketing Slides

1/36Chapter 1- slide 1

Chapter One

Marketing:Creating

and

Capturing

CustomerValue


2/36Chapter 1- slide 2Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Creating and Capturing Customer

Value

WhatIsMarketing? UnderstandtheMarketplaceandCustomerNeeds

DesigningaCustomerDrivenMarketingStrategy

PreparinganIntegratedMarketingPlanandProgram BuildingCustomerRelationships

CapturingValuefromCustomers

The

Changing

Marketing

Landscape

TopicOutline




What Is Marketing?

Marketing

isaprocessbywhich

companiescreate

value

for

customers

and

buildstrongcustomerrelationshipsto

capture

value

fromcustomersin

return




What Is Marketing?TheMarketingProcess




Understanding the Marketplace

and Customer Needs

Customerneeds,wants,anddemands

Marketofferings

Valueandsatisfaction

Exchangesandrelationships

Markets

CoreConcepts





and Customer NeedsCustomerNeeds,Wants,andDemands





and Customer Needs

Marketofferingsaresomecombination

of

products,

services,information,orexperiencesofferedtoamarkettosatisfyaneedor

want

Marketingmyopiaisfocusingonlyonexisting

wants

and

losing

sight

of

underlyingconsumer

needs





and Customer NeedsCustomerValueandSatisfaction

Expectations



Copyright 2010 Pearson Education, Inc.


Exchange istheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn


and Customer Needs






and Customer Needs

Markets

arethesetofactualand

potentialbuyers

of

aproduct





Designing a Customer-Driven

Marketing Strategy

Marketingmanagementistheartandscienceofchoosingtargetmarketsand

buildingprofitable

relationships

with

them

Whatcustomerswillweserve?

Howcanwebestservethesecustomers?






Marketing Strategy

Marketsegmentationreferstodividingthemarketsintosegmentsofcustomers

Targetmarketingreferstowhichsegmentstogoafter

SelectingCustomerstoServe






Marketing Strategy

Demarketing ismarketingtoreducedemandtemporarilyorpermanently;theaimisnotto

destroy

demand

but

to

reduce

or

shift

it

SelectingCustomerstoServe


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Chapter 1- slide 14Copyright 2010 Pearson Education, Inc.



Marketing StrategyChoosingaValueProposition

The value proposition is the set of

benefits or values a company promises to

deliver to customers to satisfy their needs


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Marketing StrategyMarketingManagementOrientations


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Marketing Strategy

Productionconceptistheideathatconsumerswillfavorproductsthatare

availableor

highly

affordable

MarketingManagementOrientations


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Marketing Strategy

Productconceptistheideathatconsumerswillfavorproductsthatofferthemost

quality,performance,

and

features.

Organizationshouldthereforedevoteits

energyto

making

continuous

product

improvements.



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Marketing Strategy

Sellingconceptistheideathatconsumerswillnotbuyenoughofthefirmsproducts

unlessit

undertakes

alarge

scale

selling

andpromotioneffort



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Marketing concept is theidea that achieving

organizational goals

depends on knowing the

needs and wants of the

target markets anddelivering the desired

satisfactions better thancompetitors do


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Societal marketing conceptis the idea that a company

should make good marketing

decisions by consideringconsumers wants, the

companys requirements,

consumers long-terminterests, and societys long-

run interests


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Marketing Strategy


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Themarketing

mix

is

the

set

of

tools

(four

Ps)

thefirmusestoimplementitsmarketing

strategy.Itincludesproduct,price,

promotion,and

place.

Integratedmarketingprogramisacomprehensive

plan

that

communicates

anddeliverstheintendedvaluetochosen

customers.

Preparing an Integrated Marketing

Plan and Program


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Building Customer Relationships

Theoverall

process

of

buildingandmaintaining

profitablecustomer

relationshipsby

delivering

superiorcustomervalue

andsatisfaction

CustomerRelationshipManagement(CRM)


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Building Customer RelationshipsRelationshipBuildingBlocks:CustomerValue

andSatisfaction


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Building Customer RelationshipsCustomerRelationshipLevelsandTools


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Relatingwithmorecarefullyselectedcustomersusesselectiverelationshipmanagement

to

target

fewer,

more

profitable

customers

Relatingmoredeeplyandinteractivelyby

incorporatingmore

interactive

two

way

relationshipsthroughblogs,Websites,onlinecommunitiesandsocialnetworks

TheChangingNatureofCustomerRelationships


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Partnerrelationship

management

involves

workingcloselywithpartnersinother

companydepartmentsandoutsidethe

companyto

jointly

bring

greater

value

to

customers



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Partnersinsidethecompanyiseveryfunctionareainteractingwithcustomers

Electronically

Crossfunctionalteams

Partnersoutsidethecompanyishow

marketersconnect

with

their

suppliers,

channelpartners,andcompetitorsby

developingpartnerships

PartnerRelationshipManagement


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Supplychainisachannelthatstretchesfromrawmaterialstocomponentstofinalproductstofinalbuyers

Supplymanagement

Strategicpartners

Strategicalliances

PartnerRelationshipManagement


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Capturing Value from Customers

Customerlifetimevalueisthevalueoftheentirestreamofpurchasesthatthecustomerwould

makeoveralifetimeof

patronage

CreatingCustomerLoyaltyandRetention


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Shareofcustomeristheportionofthecustomerspurchasingthatacompanygets

inits

product

categories

GrowingShareofCustomer


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Capturing Value from

Customers

Customerequityisthetotalcombinedcustomerlifetime

valuesof

all

of

the

companys

customers


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Buildingtherightrelationshipswiththerightcustomersinvolvestreatingcustomersasassetsthatneedtobe

managedand

maximized

Differenttypesofcustomersrequiredifferentrelationshipmanagementstrategies Buildtherightrelationshipwiththerightcustomers

BuildingCustomerEquity


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The Changing Marketing

Landscape

MajorDevelopments


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So, What Is Marketing?

Pulling It All Together


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Ch t 1 lid 36Copyright 2010 Pearson Education Inc

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.

CopyrightCopyright 2010 Pearson Education, Inc.2010 Pearson Education, Inc.

Publishing as Prentice HallPublishing as Prentice Hall

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