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Chapter 1
Marke&ng:
Crea&ng
and
Capturing
Customer
Value
Copyright 2012 Pearson Education
1- 1
What
Is
Marke-ng?
Understand
the
Marketplace
and
Customer
Needs
Designing
a
Customer-Driven
Marke-ng
Strategy
Preparing
an
Integrated
Marke-ng
Plan
and
Program
Building
Customer
Rela-onships
Capturing
Value
from
Customers
The
Changing
Marke-ng
Landscape
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What Is Marketing?
Marke&ng
is
a
process
by
which
companies
create
value
for
customers
and
build
strong
customer
rela-onships
to
capture
value
from
customers
in
return
Examples
of
companies
(local,
na-onal,
interna-onal)
that
are
excellent
at
marke-ng
and
how
they
reect
the
deni-on.
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16/09/13
What Is Marketing?
The
Marke&ng
Process
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Needs
States of deprivation
Physicalfood, clothing, warmth, safety
Socialbelonging and affection
Individualknowledge and self-expression
Wants
Demands
Copyright 2012 Pearson Education
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16/09/13
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Marketers
Set the right level of
expectations
Not too high or low
Copyright 2012 Pearson Education
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16/09/13
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Designing a Customer-Driven
Marketing Strategy
Marke&ng
management
is
the
art
and
science
of
choosing
target
markets
and
building
protable
rela-onships
with
them
What
customers
will
we
serve?
How
can
we
best
serve
these
customers?
1- 11
Designing a Customer-Driven
Marketing Strategy
Selec&ng
Customers
to
Serve
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16/09/13
Designing a Customer-Driven
Marketing Strategy
Choosing
a
Value
Proposi&on
Value proposition
Set of benefits or
values a company
promises to deliver to
customers to satisfy
their needs
Copyright 2012 Pearson Education
1- 13
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
concept
1- 14
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
1- 15
16/09/13
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
Product
concept
is
the
idea
that
consumers
will
favor
products
that
oer
the
most
quality,
performance,
and
features.
Organiza-on
should
therefore
devote
its
energy
to
making
con-nuous
product
improvements.
Copyright 2012 Pearson Education
1- 16
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
1- 17
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
16/09/13
Designing a Customer-Driven
Marketing Strategy
Marke&ng
Management
Orienta&ons
Societal marketing concept
is the idea that a company
should make good marketing
decisions by considering
consumers wants, the
companys requirements,
consumers long-term
interests, and societys longrun interests
Copyright 2012 Pearson Education
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Designing a Customer-Driven
Marketing Strategy
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The difference
between total
customer value
and total
customer cost
satisfaction
The extent to
which a
products
perceived
performance
matches a
buyers
expectations
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Basic
Relationships
Full
Partnerships
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16/09/13
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customer
would
make
over
a
life-me
of
patronage
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10
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11
16/09/13
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Rapid
Globaliza&on
Sustainable
Marke&ng
Not-for-Prot
Marke&ng
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