chap1
DESCRIPTION
chap1TRANSCRIPT
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Chapter 1- slide 1Copyright 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter One
Creating and Capturing CustomerValue
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Chapter 1- slide 2Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
Creating and Capturing Customer Value
. !e"ine mar#eting and outline the steps in themar#eting process
2. $nderstanding the %ar#etplace and Customer &eeds
'. !esigning a Customer(!ri)en %ar#eting *trategy
+. Preparing an Integrated %ar#eting Plan and Program
. -uilding Customer elationships
Topic Outline
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Chapter 1- slide 3Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
1. What Is Marketing?
Marketingis a process by /hich
companies create )alue "or customers
and build strong customerrelationships to capture )alue "rom
customers in
return
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Chapter 1- slide Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
2. !nderstanding the Marketplaceand Customer "eeds
Customer needs, /ants, and demands
%ar#et o""erings
Customer Value and satis"action
E1changes and relationships
%ar#ets
Core Concepts
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Chapter 1- slide #Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
2. !nderstanding the Marketplaceand Customer "eeds
Customer "eeds$ Wants$ and %emands
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Chapter 1- slide &Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
Market o''erings are some
combination o" products, ser)ices,
in"ormation, or e1periences o""ered to amar#et to satis"y a need or /ant
Marketing m(opia is "ocusing only on
e1isting /ants and losing sight o"underlying consumer needs
2. !nderstanding the Marketplace
and Customer "eeds
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Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
2. !nderstanding the Marketplace
and Customer "eedsCustomer Value and *atis'action+,pectations
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Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
+,changeis the act o" obtaining adesired obect "rom someone by
o""ering something in return
2. !nderstanding the Marketplace
and Customer "eeds
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Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
Marketsare the set o" actual and
potential buyers o" a product or ser)ice
2. !nderstanding the Marketplace
and Customer "eeds
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Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
3. %esigning a Customer-%ri0en
Marketing *trateg(
Marketing management is the art and
science o" choosing target mar#ets and
building pro"itable relationships /ith
them
3 4hat customers /ill /e ser)e5
3 Ho/ can /e best ser)e these customers5
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Chapter 1- slide 11Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
3. %esigning a Customer-%ri0enMarketing *trateg(
Market segmentation re"ers to di)iding
the mar#ets into segments o" customersTarget marketing re"ers to /hich
segments to go a"ter
*electing Customers to *er0e
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Chapter 1- slide 12Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
3. %esigning a Customer-%ri0enMarketing *trateg(
%emarketing is mar#eting to reduce
demand temporarily or permanently6 the
aim is not to destroy demand but to
reduce or shi"t it
*electing Customers to *er0e
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Chapter 1- slide 13Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
3. %esigning a Customer-%ri0enMarketing *trateg(
The 0alue proposition is the set o"
bene"its or )alues a company promisesto deli)er to customers to satis"y their
needs
Choosing a Value roposition
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Chapter 1- slide 1Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
3. %esigning a Customer-%ri0enMarketing *trateg(
Marketing Management Orientations
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Chapter 1- slide 1#Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
roduction concept is the idea that
consumers /ill "a)or products that area)ailable or highly a""ordable
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Chapter 1- slide 1&Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
roduct concept is the idea that
consumers /ill "a)or products that o""erthe most 7uality, per"ormance, and
"eatures. 8rganiations should
there"ore de)ote its energy to ma#ingcontinuous product impro)ements.
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Chapter 1- slide 1)Copyright 200 Pearson Education, Inc.
Publishing as Prentice Hall
*elling concept is the idea that
consumers /ill not buy enough o" the
"irm:s products unless it underta#es a
large scale selling and promotion e""ort
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Chapter 1- slide 1Copyright 200 Pearson Education, Inc.Publishing as Prentice Hall
Marketing concept is the idea that
achie)ing organiational goals dependson #no/ing the needs and /ants o" the
target mar#ets and deli)ering the
desired satis"actions better than
competitors do
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Chapter 1- slide 1Copyright 200 Pearson Education, Inc.Publishing as Prentice Hall
*ocietal marketing concept is the idea
that a company should ma#e good
mar#eting decisions by considering
consumers: /ants, the company:s
re7uirements, consumers: long(term
interests, and society:s long(runinterests
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Chapter 1- slide 2/Copyright 200 Pearson Education, Inc.Publishing as Prentice Hall
The marketing mi, is the set o" tools
;"our Ps< the "irm uses to implement its
mar#eting strategy. It includes product,price, promotion, and place.
Integrated marketing program is a
comprehensi)e plan that communicatesand deli)ers the intended )alue to
chosen customers.
. reparing an Integrated
Marketing lan and rogram
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Chapter 1- slide 21Copyright 200 Pearson Education, Inc.Publishing as Prentice Hall
#. uilding Customerelationships
=he o)erall process o" building and
maintaining pro"itable customer
relationships by deli)ering superior
customer )alue and satis"action
Customer elationship Management 4CM5
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Chapter 1- slide 22Copyright 200 Pearson Education, Inc.P bli hi P ti H ll
uilding Customer elationshipselationship uilding locks6 Customer Value and *atis'action