Real Marketing

People share, read and generally engage more with any type of content when it’s surfaced through friends and

people theyknow and trust.

Real Marketing

Real Marketing

Define Marketing and the steps in the Marketing ProcessUnderstand the marketplaceDesign customer driven marketing

strategyConstruct and integrated marketing

prgm.Build profitable relationships and

create customer delight

Understanding the Marketplace

Customer Needs Wants and Demands

Market Offerings Products Services Experiences

Customer Value and SatisfactionExchanges and RelationshipsMarkets

Creating and Capturing Customer Value

A Modern Marketing System

Selling and Marketing Concepts Contrasted

Societal Marketing Concept

Chapter Objective and Key Terms

Define MarketingUnderstanding customers and the

marketplaceKey Elements of customer driven

marketing strategyDiscuss customer relationshipMajor Trends and forces changing

Company Marketing Strategy

Objectives Company-Wide Strategic Planning: Defining

Marketing’s Role Designing the Business Portfolio Planning Marketing: Partnering to Build Customer

Relationships Marketing Strategy and the Marketing Mix Managing the Marketing Effort (53–57) Measuring and Managing Return on Marketing

Investment

Steps in Strategic Planning

Market Oriented Business Definitions

Build Customer Relationships

Product Expansion

MARKETING STRATEGIES

SERIOUSLY…NOT

SWOT ANALYSIS

SAMPLE SWOT FORM ON CLASS WEBSITE

FOUR P’S OF PRODUCT MIX

RETURN ON MARKETING INVESTMENT