1. Software MarketingDefining Marketing and the marketingprocess

2. The marketing process Five step model:In the first four steps companies work to understandconsumers, create customer value and build strongcustomer relationships.In the final step companies reap the rewards forcreating superior customer value.In turn they capture value from the customers in theform of sales, profits and long term customer equity. 3. Five core customer and market place concepts:Needs, wants and demands Needs:States of deprivation such as basic physical need(food, clothing, safety,) social need, individual need(knowledge, self expression). Wants:Form human needs take shaped by culture, individualpersonality. E.g. American wants a big mac, fried andcoke for food. Demands:Given their wants and resources consumers demand 4. Market offerings Market offerings:Some combination of products, services andexperiences offered to a market to satisfy a need orwant. Marketing Myopia:The mistake of paying more attention to the specificproducts a company offers then to the benefits andexperiences produced by these products.They do not focus on the latent/ underlying needse.g.? Walt Disney creates a experience, HP believesyour computer is your backup brain.