Marketing and Asian Perspective
Principles of Marketing: An Asian Perspective
L1
Marketing: Managing Profitable Customer Relationships
1
© 2012 Principles of Marketing: An Asian Perspective
Outline of Concepts
• • • • Define marketing and the marketing process. Identify and discuss the five core marketing concepts. Discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and approaches for building lasting customer relationships.
2
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
• Defining Marketing • Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
3
3 © 2012 Principles of Marketing: An Asian Perspective
Goals of Marketing?
• Attract new customers by promising superior value. • Keep and grow current customers by delivering satisfaction.
Nintendo’s Wii surged ahead of competition by delivering superior value and customer satisfaction with its interactive games.
4 4 © 2012 Principles of Marketing: An Asian Perspective
Scope of Marketing
• • • • • Marketing is not restricted to profit-making organizations. Not- for-profit (colleges, hospitals, churches, etc.) must also perform marketing. Marketing must both attract new customers and build relationships with current customers. Most people think of marketing as selling and/or advertising. Its focus is really on satisfying customer needs.
5
5 © 2012 Principles of Marketing: An Asian Perspective
A Simple Model of the Marketing Process
Note: These stages guide our thinking about what marketing is, what it represents in essence. The chapters in the text are built around these themes.
6
© 2012 Principles of Marketing: An Asian Perspective
Understanding Customer Needs, Wants & Demands
Understand the marketplace and
customer needs
Needs
Wants
Demands
7
© 2012 Principles of Marketing: An
L1
Marketing: Managing Profitable Customer Relationships
1
© 2012 Principles of Marketing: An Asian Perspective
Outline of Concepts
• • • • Define marketing and the marketing process. Identify and discuss the five core marketing concepts. Discuss the marketing management orientations that guide marketing strategy. Discuss customer relationship management and approaches for building lasting customer relationships.
2
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
• Defining Marketing • Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
3
3 © 2012 Principles of Marketing: An Asian Perspective
Goals of Marketing?
• Attract new customers by promising superior value. • Keep and grow current customers by delivering satisfaction.
Nintendo’s Wii surged ahead of competition by delivering superior value and customer satisfaction with its interactive games.
4 4 © 2012 Principles of Marketing: An Asian Perspective
Scope of Marketing
• • • • • Marketing is not restricted to profit-making organizations. Not- for-profit (colleges, hospitals, churches, etc.) must also perform marketing. Marketing must both attract new customers and build relationships with current customers. Most people think of marketing as selling and/or advertising. Its focus is really on satisfying customer needs.
5
5 © 2012 Principles of Marketing: An Asian Perspective
A Simple Model of the Marketing Process
Note: These stages guide our thinking about what marketing is, what it represents in essence. The chapters in the text are built around these themes.
6
© 2012 Principles of Marketing: An Asian Perspective
Understanding Customer Needs, Wants & Demands
Understand the marketplace and
customer needs
Needs
Wants
Demands
7
© 2012 Principles of Marketing: An