Marketing PPT
Principles of Marketing: An Asian
Perspective
Marketing:
Managing Profitable Customer Relationships
2
© 2012 Principles of Marketing: An Asian Perspective
Chapter 1 Outline (CILO a)
1.1
1.2
Understanding the Marketplace and Customer Needs
1.3
Designing a Customer-Driven Marketing Strategy
1.4
Preparing an Integrated Marketing Plan and Program
1.5
3
What is Marketing?
Capturing Value from Customers
© 2012 Principles of Marketing: An Asian Perspective
1.1
What is Marketing?
4
© 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.
5
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
The Scope of Marketing
•
Marketing is not restricted to profit-making organizations.
•
Non-profits (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.
6
© 2012 Principles of Marketing: An Asian Perspective
1.1 What is Marketing?
Marketing is all around you… What do you see?
7
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
Marketing is about delivering superior value… Nintendo’s Wii surged ahead of competition by delivering superior value and customer satisfaction with its interactive games.
8
© 2012 Principles of Marketing: An Asian Perspective
1.1 What is Marketing?
The Marketing Process
A Simple Model of the Marketing Process
9
© 2012 Principles of Marketing: An Asian Perspective
1.2
Understanding the Marketplace and Customer Needs
10 © 2012 Principles of Marketing: An Asian Perspective
Perspective
Marketing:
Managing Profitable Customer Relationships
2
© 2012 Principles of Marketing: An Asian Perspective
Chapter 1 Outline (CILO a)
1.1
1.2
Understanding the Marketplace and Customer Needs
1.3
Designing a Customer-Driven Marketing Strategy
1.4
Preparing an Integrated Marketing Plan and Program
1.5
3
What is Marketing?
Capturing Value from Customers
© 2012 Principles of Marketing: An Asian Perspective
1.1
What is Marketing?
4
© 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.
5
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
The Scope of Marketing
•
Marketing is not restricted to profit-making organizations.
•
Non-profits (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.
6
© 2012 Principles of Marketing: An Asian Perspective
1.1 What is Marketing?
Marketing is all around you… What do you see?
7
© 2012 Principles of Marketing: An Asian Perspective
What is Marketing?
Marketing is about delivering superior value… Nintendo’s Wii surged ahead of competition by delivering superior value and customer satisfaction with its interactive games.
8
© 2012 Principles of Marketing: An Asian Perspective
1.1 What is Marketing?
The Marketing Process
A Simple Model of the Marketing Process
9
© 2012 Principles of Marketing: An Asian Perspective
1.2
Understanding the Marketplace and Customer Needs
10 © 2012 Principles of Marketing: An Asian Perspective