Creating and Capturing Customer Value
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
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