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
Premium Marketing
Marketing: Creating and Capturing Customer Value By: Faisal Sultan Ali JAIBP Associate Chartered Banker MBA (Executive) IBA‚ Karachi M.Com‚ University of Karachi Outline • What is Marketing • 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 What Is Marketing? Marketing is a process by
Premium Marketing
Chapter 1 Marketing: creating and capturing customer value 4. Name and describe the five different marketing management orientations. Which orientation do you believe your school follows when marketing its undergraduate program? The five marketing management orientations are production concept‚ product concept‚ selling concept‚ marketing concept and societal marketing concept. Production concept is the idea that consumers will favor products that are available and highly affordable and
Premium Marketing
CASE ANALYSIS Cyworld: Creating and Capturing Value in a Social Network Dovilė Šiliauskienė‚ Armandas Kempinas‚ Karilė Daniliauskaitė‚ Emilija Paurytė‚ Valerijus Gediminas II course students Business Management and Analytics ISM University of Management and Economics Index Introduction..................................................................................................... 3 Situation analysis.............................................................................
Premium Interpersonal relationship Marketing Mobile phone
Cyworld Case 1. Which is most valuable for Cyworld – an active user‚ a user who spends a lot of money with Cyworld‚ or a user with lot of connections? The most valuable user for Cyworld is the active user that invests a lot of real world money into virtual products. This type of user will be the most engaged and in turn will make their connections more engaged. Think snowball effect. Cyworld will be able to gain the most from these users both from a revenue and marketing/network position
Premium Google Virtual reality Reality
REVIEW Chapter 1 Marketing: Creating and Capturing Customer Value PART 1. MULTIPLE CHOICE QUESTIONS 1) According to management guru Peter Drucker‚ "The aim of marketing is to ________." A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products 2)What do companies call a set of benefits that they promise to consumers to satisfy their needs? A) market offering B) value proposition C) demand satisfaction
Premium Marketing
Cyworld Introduction The U.S. social networking market is a huge technology sector that has been booming for many years. In 2006‚ a South Korean company called Cyworld decided they wanted to try to enter this industry that at the time‚ was dominated by MySpace and Facebook. According to the case study‚ “Cyworld is no small fry. It is the number one social network site in the Internet-savvy South Korea‚ where 90% of the population under the age of 20 and 25% of the total population are reportedly
Premium Social network service Facebook
Situation Analysis Company: SK Comms Product line Internet Cyworld Social networking Biggest player Value proposition: providing users with a free and clean community with limited advertising and an almost exclusive focus on social networking Life cycle: mature phase of growth NateOn Instant messaging Biggest player Linked to Cyworld Home2 Social media Media platform Video: 50M; +50K/day News: Pictures: +5M/day Cyworld revenue segmentation (2006) Paid items: $67M (72%) Virtual
Premium Revenue Social network service Cyworld
Case analysis report: CYWORLD Class: BIZ2117 Section 6 I‚ HONG DOO(2009122198) CONTENTS 1 . Introduction ------------------------------------ 3 2. Environment analysis --------------------------------- 3 2 -1. Bargaining power of suppliers ------------------------- - - - - - 4 2 -2. Bargaining power of buyers -------------------------- - - - - - 4 2 -3. Threat of new entrants ---------------------------- - - - - - - 4
Premium Social network service
services ’. These are also known as supplementary services. The core service is the basic value provided by the service product. It is the reason to purchase or consume services. This is the reason for which any company is in business too. Supplementary services are those that facilitate and enhance use of the core services. These are services other than core that companies offer to their customers to give additional value to their products or to encourage customer loyalty. Flexible Services Offering:
Premium Service Service system Customer service