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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 9
Designing a Customer-Driven Marketing Strategy
Marketing management is the art and science of choosing target markets and building profitable relationships with them
– What customers will we serve? – How can we best serve these customers?
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 10
Chaptቤተ መጻሕፍቲ ባይዱr One
Creating and Capturing Customer Value
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 1
Creating and Capturing Customer Value
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 13
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Production concept is the idea that consumers will favor products that are available or highly affordable
Needs
Wants Demands
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• Form that human needs take as they are shaped by culture and individual personality
Production concept
Product concept
Selling concept
Marketing concept
Societal concept
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 14
Chapter 1- slide 7
Understanding the Marketplace and Customer Needs Exchange is the act of obtaining a
desired object from someone by offering something in return
Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 16
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
Topic Outline
• Define marketing and outline the steps in the marketing process • Understanding the Marketplace and Customer Needs • Designing a Customer-Driven Marketing Strategy • Preparing an Integrated Marketing Plan and Program • Building Customer Relationships • Capturing Value from Customers • The Changing Marketing Landscape
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 8
Understanding the Marketplace and Customer Needs
Markets are the set of actual and potential buyers of a product or service
• Human wants backed by buying power
Chapter 1- slide 5
Understanding the Marketplace and Customer Needs
• Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want • Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 2
What Is Marketing?
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
Customer needs, wants, and demands Market offerings Customer Value and satisfaction Exchanges and relationships Markets
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 11
Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 6
Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction Expectations Customers
Selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effort
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
• Value and satisfaction
Marketers
• Set the right level of expectations • Not too high or low
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Product concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organizations should therefore devote its energy to making continuous product improvements.
Chapter 1- slide 4
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
• States of deprivation • Physical—food, clothing, warmth, safety • Social—belonging and affection • Individual—knowledge and self-expression
Chapter 1- slide 12
Designing a Customer-Driven Marketing Strategy
Choosing a Value Proposition • The value proposition is the set of
benefits or values a company promises to deliver to customers to satisfy their needs
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 3
Understanding the Marketplace and Customer Needs
Core Concepts
• • • • •
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 1- slide 15
Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations
