Creating and Capturing  Customer Value

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Chapter One
Marketing: Creating and Capturing  Customer Value
Chapter 1- slide 1

Creating and Capturing Customer Value
Topic Outline
• • • • • • • What Is Marketing? Understand 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 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 

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 3

What Is Marketing?
The Marketing Process

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 4

Understanding the Marketplace and Customer Needs
Core Concepts

• • • • •

Customer needs, wants, and demands Market offerings Value and satisfaction Exchanges and relationships Markets

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 5

Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 6

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 7

Understanding the Marketplace and Customer Needs
Customer Value and Satisfaction Expectations

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 8

Understanding the Marketplace and Customer Needs Exchange is the act of obtaining a desired  object from someone by offering  something in return

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 9

Understanding the Marketplace and Customer Needs
Markets are the set of actual and  potential buyers of a product 

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 10

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 11

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 12

Designing a Customer-Driven Marketing Strategy
Selecting Customers to Serve

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

Chapter 1- slide 13

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 14

Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 1- slide 15

Designing a Customer-Driven Marketing Strategy
Marketing Management Orientations...
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