 Itconsists of the strategies

and tactics used to identify,

create and maintain satisfying
relationships with customers
that result in value for both
the customer and the
marketer.
 Itis a social and managerial
process by which individuals
and groups obtain what they
need and want through
creating and exchanging value
with others.
 The process by which
companies create value
for customer
relationships in order to
capture value from
customers in return.
Is
about meeting
needs profitably
(Kotler and Keller,
2016)
 Strategic Marketing
-Customer segmentation
-Target market selection
-Value positioning

 Tactical Marketing: Value Deployment

-Product design and development
-Product portfolio management
-Service development
-Pricing
-Distribution and logistics
 Tactical Marketing: Value Communication
-Sales force strategies
-Sales promotion strategies
-Advertising
Customer segmentation
is the process of dividing customers into
groups based on common characteristics so
companies can market to each group effectively
and appropriately.

 Target market selection

It is essential for the organizations or
marketers to identify the set of people whom they
want to target Marketers must understand the
needs and expectations of the individuals to create
its target market.
 Value Proposition
- a statement that
answers the “why” someone
should do business with
you
Marketing Logistics
-involves the transportation of goods in a
planned manner which offers control over the
distribution mechanism.

 Marketing Logistics Involves:

Planning
Actual Delivery
Marketing Information Flow
Product Development
is a blend of technology optimization,
engineering the prototype, cost-effectiveness,
customer satisfaction and strict adherence to
quality control norms.

Product portfolio management

refers to the practice of managing an
organization’s entire product portfolio, which
consists of all the products the organization
has.
 Service Development
Is the end-to-end process of developing and
launching a new service to be sold to customers.
 Pricing strategy
-is a model or method used to establish
the best price for a product or service. Pricing
strategies help you choose prices that
maximize profits and shareholder value while
considering consumer and market demand.

Distribution (also known as the place variable

in the marketing mix, or the 4 Ps)
-Involves getting the product from the
manufacturer to the ultimate consumer.
Sales force strategy
-Sales forces drive revenue for their
employers by actively seeking out and
engaging customer prospects.

Objectives:
o Driving Sales Growth
◦ Sales Force Turnover
◦ Increasing Sales to Existing Customers
◦ Up-Sell Strategies
Sales Promotion
Is any undertaking by an organization
designed to increase sales or encourage the
use or trial of a product or service.
 Understand the
marketplace and
Customer needs
and wants

Capture value from

Design a customer
customers to create
driven marketing
profits and
strategy
customer quality

Build profitable Construct a

relationships and marketing program
Create customer that delivers
delight superior value